What Companies Consider When Choosing an Advertising Agency

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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 %
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Statistic Sources & References
Sources: RSW, Statistic Brain Research Institute
Content Author: Statistic Brain

Date research was conducted: September 26, 2017

What Companies Consider When Choosing an Advertising Agency

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