Get Shouty

Agency lerve
August 22, 2007, 8:16 am
Filed under: Zeitgeist

In the depths of a couple of fairly significant international pitches this week and I found a lovely piece of research that made sure any chip that might have been trying to take up residence on my shoulder was firmly given the flick.

This poll sought to determine what prompts brand spenders to search for a new agency, the most effective ways for agencies to engage with clients, and the reasons they choose one agency over another. Among the studys findings:

  • In general, clients don’t feel that size matters, but agencies tend to believe it does.
  • The majority of clients (83%) don’t feel geographical location is an issue, but many agencies think it is.
  • 85% of clients say agencies don’t prepare  enough.
  • Most clients (75%) are seeking to buy actual solutions to business problems – whereas most agencies think the client is looking for advertising, PR, design or some other silo-fit.
  • Clients want agencies to be far more proactive, whereas most agencies like to sit in the bunker.

Examining the reasons for choosing one agency over another, the study (pdf) found that though “chemistry” and “strength of creative work” scored highly, as might be expected, so did “quality customer insights.” Respondents ranked the various factors as follows:

  1. Quality customer insights
  2. Chemistry
  3. Creative work
  4.  Service level / response to needs ongoing
  5. Cost control
  6. Innovative / strategic thinking
  7. Case for ROI
  8. Client list
  9. Strict adherence to brief
  10. Seniority of account team
  11. Location
  12. Size

I’m refreshed  and invigorated that it is the ability of an agency to see connection between the brand and their audience and the passion that they bring to their work (which is what I take to mean chemistry) that are the fundamental drivers for client agency lerve. Vive L’Amour! 


3 Comments so far
Leave a comment

Whoa slow down. I’ve freelanced in agencies where people were made to run around during pitches to give the feeling that the agency was busy.

Whether clients accept it or not there are lots of variables that they like to see that they might not admit to if they were synthetic.

Its a bit like asking how advertising works in a focus group. Just because the respondents have a response. Everything is contextual.

Number 1 does feel right though. If there’s one thing clients love, its a redefinition of the relationship between their brand and the customer.

Comment by Buddha

I feel honoured to have a deity visiting-namaste!

My response to the study was along the lines that you don’t need to be a huge agency to have weight behind your ideas- the ideas themselves are weight enough.

Comment by katiechatfield

This is great news for the small agencies … but will the BIG agencies be even willing to listen? Imagine that.

Comment by Gavin Heaton

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