What Companies Consider When Choosing an Advertising Agency

Deciding Factors Percent  
Agency / Specialty Type 43 %
Awards Won 10 %
Quality and Content of Agency Website 29 %
Search Engine Results 6 %
Info From Searches on Marketing Website 13 %
General, Un attributable Awareness 21 %
Recommendation From Another Incumbent Agency 12 %
Industry Trade Body 10 %
Advice/Recommendation from a Marketer 38 %
Advice/Recommendation from a colleague 36 %
Timely Approach by an Agency 41 %
Introductory Service 10 %
Other 27 %
How Many Agencies Were Considered    
10+ 3 %
9 1 %
8 2 %
7 0 %
6 8 %
5 12 %
4 17 %
3 39 %
2 12 %
1 6 %
Reasons For Reviewing a New Agency    
Agency’s Inability To Manage or Control Costs 20 %
Worsening Relationship With Agency Team 17 %
Lack of Proactivity 28 %
Not Happy With Strategy or Thinking 40 %
Not Happy With Creative 37 %
Wanted Lots of Ideas for a New Project 17 %
Following the Results of an External Audit 3 %
Change of Key Personnel At Agency 11 %
Change of Agency Ownership 1 %
Personal Policy After a Certain Period 3 %
Company Policy After a Certain Period 8 %
Other 25 %
Deciding Factors Made During The Presentation    
Questions Asked by Agency 40 %
Creative Presentation 72 %
Length of Presentation 2 %
Other Clients Agency Has Worked For 28 %
Agency’s Planning Process 40 %
Attendance of the Day-To-Day Agency Team 17 %
Personality of Presenter 39 %
Relevance of Case Studies 26 %
Offering Something Fresh & New 60 %
Understanding Your Company Direction 63 %
Keeping to the Scheduled Appointment 12 %
Understanding of Your Market 77 %
Other 11 %
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Statistic Sources & References
Sources: RSW, Statistic Brain Research Institute
Content Author: Statistic Brain

Date research was conducted: March 17, 2015

What Companies Consider When Choosing an Advertising Agency

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