What Companies Consider When Choosing an Advertising Agency

Deciding FactorsPercent 
Agency / Specialty Type43 %
Awards Won10 %
Quality and Content of Agency Website29 %
Search Engine Results6 %
Info From Searches on Marketing Website13 %
General, Un attributable Awareness21 %
Recommendation From Another Incumbent Agency12 %
Industry Trade Body10 %
Advice/Recommendation from a Marketer38 %
Advice/Recommendation from a colleague36 %
Timely Approach by an Agency41 %
Introductory Service10 %
Other27 %
How Many Agencies Were Considered  
10+3 %
91 %
82 %
70 %
68 %
512 %
417 %
339 %
212 %
16 %
Reasons For Reviewing a New Agency  
Agency’s Inability To Manage or Control Costs20 %
Worsening Relationship With Agency Team17 %
Lack of Proactivity28 %
Not Happy With Strategy or Thinking40 %
Not Happy With Creative37 %
Wanted Lots of Ideas for a New Project17 %
Following the Results of an External Audit3 %
Change of Key Personnel At Agency11 %
Change of Agency Ownership1 %
Personal Policy After a Certain Period3 %
Company Policy After a Certain Period8 %
Other25 %
Deciding Factors Made During The Presentation  
Questions Asked by Agency40 %
Creative Presentation72 %
Length of Presentation2 %
Other Clients Agency Has Worked For28 %
Agency’s Planning Process40 %
Attendance of the Day-To-Day Agency Team17 %
Personality of Presenter39 %
Relevance of Case Studies26 %
Offering Something Fresh & New60 %
Understanding Your Company Direction63 %
Keeping to the Scheduled Appointment12 %
Understanding of Your Market77 %
Other11 %
Statistic Sources & References
Sources: RSW, Statistic Brain Research Institute
Content Author: Statistic Brain

Date research was conducted: September 26, 2017

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Advertising Agency Industry Statistics

Advertising Agency StatisticsData
U.S. advertising agency annual revenue$48 Billion
Total number employed in the advertising industry462,300
Average nonsupervisory worker salary$39,000
Agency Revenue by Category 
Advertising33 %
Direct Marketing and Customer Relation Management17 %
Digital14 %
Public Relations11 %
Promotion9 %
Media7 %
Other Billings9 %
Largest Advertising Agencies 
Omnicom Group Inc.$11.7 Billion
WPP Group PLC.$13.8 Billion
The Interpublic Group of Companies, Inc.$6 Billion
Young & Rubicam Brands$1.2 Billion
J. Walter Thompson, (JWT)$1.3 Billion
Interesting Advertising Statistics
Coca-Cola spent $11,000 on advertising in 1893; by 1928, its ad budget had grown to $5 million.
Campbell’s Soup spent $4,000 on advertising in 1899 and $2.5 million in 1928.
Wrigley started advertising its chewing gum in 1920 with only $32; 10 years later its ad budget had reached $3 million
Statistic Sources & References
Sources: The Gale Group, Inc.
Content Author: Statistic Brain

Date research was conducted: September 25, 2017

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