Agency Insights 2008

Niall McKinney

Managing Director and Founder of UTM

Objectives of research

To find out the process that marketers go through when looking for an agency

To understand the influences on them at different points in the processes they go through

To identify opportunities for agencies to more effectively target potential clients

Quantitative results

Methodology

Self completion questionnaire sent to those identified as clients on the UTM database

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Advertised on the site and on the newsletter

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133 responses>

Compiling Long Lists

• Online is extremely important• The primary research tool when considering an

agency• Awards lists unimportant – hard to find / access

3.0%

31.1%

33.3%

38.5%

42.2%

Look at awards list

Search on Google

Look at agencies work on website

Browse marketing relating websites

Speak to colleague / friends

Which of the following activities are important when you compile a long listfor selecting your next agency?

Trade media usageWhat trade media do you read when researching potential agencies?

9.0%

11.6%

17.2%

17.9%

43.3%

53.7%

Marketing Week

Creative Match

Brand Republic

UTalkMarketing

MAD

AAR

• UTM has more agency content: case studies, ads than any other website

• Was designed for client side marketers specifically• After UTM, Brand Republic outperform rest of market significantly

Use of pitch consultantsWhen employing a new agency, do you use a pitch consultant?

45.1%

46.6%

8.3%

Never

Sometimes

Always

• Use of pitch consultants markedly greater by respondents with larger budget

• Focused on media and then advertising agency pitches

Short listingWhich of the following activities are important when compiling a shortlist

for a pitch?

17.0%

25.2%

29.6%

32.6%

35.6%

38.5%

Offline trade press reports

Perception of agencies strategic ability

Quality of creative work viewed

Strength of endorsement from friends/colleagues

Reputation of agency

Online trade press reports

• Results of online research most important

• Role of recommendation also high

Pitch consultant role at shortlist stage

• Pitch consultants play a limited role when determining the shortlist

30.0%Some

If you use a pitch consultant, do they determine all the agencies you shortlist?

46.9%

3.1%

None

Most

All

20.0%

Use of internet as a research tool

• Internet extremely important to most respondents to identify potential agencies

How important is the internet as a tool for helping you find your next agency?1 = not at all important; 5 = very important

0.0%

1.5%

16.3%

35.6%

46.7%

One

Two

Three

Four

Five

Want to learn more?

• This is just an excerpt from our comprehensive survey. To get the full results please get in touch.

• Contact Greig Dowling on 020 7300 7333 or email greig@utalkmarketing.com