Choosing The Right Ad Agency

Choosing The Right Ad Agency

Regular price $1,295.00 Sale

Author: Advertiser Perceptions
Regular Price: $1,295

600+ Marketing Executives Share Their Insights and Experience

  • How Do More than 600 Marketers Rate Nearly 100 Leading Agencies?
  • What Criteria Are Most Important to Agency Selection?
  • What Attitudes Do Marketers Have Regarding Their Agency Relationships?

How Do You Pick The Perfect Agency?

Few decisions are more critical to a company’s success than the decision to hire a new agency. Shifting consumer brand preferences are placing enormous pressure on brand leaders to maintain their dominance, while presenting lucrative opportunities to new and emerging contenders. Technological and generational forces are transforming consumer behavior. Consumer media and shopping patterns are in flux. And, globalization has only added complexity to the challenges that nearly all businesses face today. The agency-client relationship has never been more important.

“For the first time, at your fingertips, in one guidebook, you have unbiased ratings for agencies across the media spectrum from creative to digital to search to media. This is an invaluable tool for any marketer that works with agencies and should be the starting point for anybody involved in an agency RFP process.” 

Mike Mazza Senior Director of Marketing

Reynolds Brands

Despite the extremely thorough and involved vetting that advertisers undertake when selecting a new agency, most leave what other marketers think out of the equation. Maybe that’s why so many advertisers get caught in a regular cycle of reviewing their current agencies. In fact, our research indicates that about half of all marketers surveyed are considering a review of their agencies in the next 12 months.

Perhaps outcomes would be different if marketers took the time to learn what other advertisers think of their experiences with and perceptions of the agencies being considered. Who better to get guidance from, than your peers?

The Perfect Agency Selection Guide for Smart Marketers

Based on input from more than 600 U.S. marketers involved in their companies’ agency selection decisions, this report provides a valuable resource for checking the opinions advertisers have of nearly 100 leading creative, media, digital and search agencies.

Smart Marketers will use this report to inform current agency reviews and as a supplement to their selection process for new agencies. With greater insight will come better outcomes between marketers and their agencies.

“This report is a great tool with unique data-driven analysis that helps brands/advertisers evaluate agencies based on the actual experiences of current and former clients." 

Keary Phillips, Sr. Director, Digital Marketing / Creative Services

CNO Financial Group

Overall Criteria and Factors Measured In This Report

As you might expect, agency selection criteria differ by type of agency. Reasons for choosing a creative agency are not necessarily the same as those used for determining the selection of a digital, or media, or search agency. To uncover the most effective agency selection criteria by type of agency, we analyzed more than 30 different factors across nearly 100 agencies to determine the criteria-in-common among the highest-rated agencies. Here are those criteria by type of agency, and the top 3 underlying factors measured.

CREATIVE AGENCIES
Overall Criteria and Top 3 Factors

CREATIVITY - Imaginative Ability, Originality and Reputation

  • Talent - Creative reputation of staff
  • Innovative - Improvement of existing ideas and approaches
  • Originality - Unique ideas and approaches

SERVICE AND STAFF - Attention to Client Needs / Employee Diversity

  • Agile - Ability to act quickly as change occurs
  • Collaborative - Includes client and client partners at appropriate points in the strategic process
  • Dependable - Works with clients in an atmosphere of trust, and accountability

STRATEGY AND EXECUTION - Develop Strategy and Deliver Results

  • Analytics - Agency's ability to collect, interpret and use data in the creative process
  • Results - Deliver results that meet clients’ objectives, e.g. sales, ROI, awareness, image, traffic, etc.
  • Knowledge - Understanding of clients’ consumers, industry, products, and competition

SCALE - Advantage Due to Size and Coverage

  • Coverage - Proximity to geographies that matter to client (regional/global)
  • Leverage - Advantages gained in vendor pricing and executions through size and influence of the agency and /or its network
  • Access - Ability of agency to draw on its network and/or preferred partners to enhance its core services

EXPENSE - Cost of Doing Business with Agency

  • Flexibility - Works with clients to develop mutually agreeable compensation structure for services rendered
  • Transparency - Openness in pricing and client dealings
  • Cost - Cost of doing business with agency.
DIGITAL AGENCIES
Overall Criteria and Top 3 Factors


SERVICE AND STAFF - Attention to Client Needs / Employee Diversity

  • Agile - Ability to act quickly as change occurs
  • Dependable - Works with clients in an atmosphere of trust, and accountability
  • Collaborative - Agency includes client and client partners at appropriate points in the strategic process

STRATEGY AND EXECUTION - Develop Strategy and Deliver Results

  • Knowledge - Understanding of clients’ consumers, industry, products, and competition
  • Results - Deliver results that meet clients’ objectives. (e.g. sales, ROI, awareness, image, traffic, etc)
  • Approach - Process in place that ensures the best results

CREATIVITY – Imaginative Ability, Originality and Reputation

  • Innovative - Improvement of existing ideas and approaches
  • Quality - Production value of final product
  • Recognition - Industry credit and accolades

EXPENSE - Cost of Doing Business with Agency

  • Transparency - Openness in pricing and client dealings
  • Value - Overall results vs. money spent
  • Cost - Cost of doing business with agency.

SCALE - Advantage Due to Size and Coverage

  • Leverage - Advantages gained in pricing and executions through size and influence of the agency and/or its network
  • Access - Ability of agency to draw on its network and/or preferred partners to enhance it’s core services
  • Coverage - Proximity to geographies that matter to client (regional/global)

SEARCH AGENCIES
Overall Criteria and Top 3 Factors

SERVICE AND STAFF - Attention to Client Needs / Employee Diversity

  • Stable - Employee turnover and leadership consistency
  • Diversity of Staff - Gender, ethnicity, sexual orientation, religion, etc.
  • Accessible - C-Level executives

CREATIVITY - Imaginative Ability, Originality and Reputation

  • Recognition - Industry credit and accolades
  • Quality - Production value of final search activation,
  • Innovative - Improvement of existing ideas and approaches

STRATEGY AND EXECUTION - Develop Strategy and Deliver Results

  • Knowledge - Understanding of clients’ consumers, industry, products, and competition
  • Results - Deliver results that meet clients’ objectives. E.g. sales, ROI, awareness, image, traffic, etc.
  • Analytics - Agency's ability to collect, interpret, use and report data

EXPENSE - Cost of Doing Business with Agency

  • Transparency - Openness in pricing and client dealings
  • Fees and Commissions Paid - Fees / Commissions paid
  • Value - Overall results vs. money spent

SCALE - Advantage Due to Size and Coverage

  • Coverage - Proximity to geographies that matter to client (regional/global)
  • Access - Ability of agency to draw on its network and/or preferred partners to enhance it’s core services
  • Leverage - Advantages gained in vendor pricing and executions through size and influence of the agency and /or its network

MEDIA AGENCIES
Overall Criteria and Top 3 Factors

CREATIVITY - Imaginative Ability, Originality and Reputation

  • Recognition - Industry credit and accolades
  • Quality - Production value of final media activation
  • Innovative - Improvement of existing ideas and approaches

STRATEGY AND EXECUTION - Develop Strategy and Deliver Results

  • Knowledge - Understanding of clients’ consumers, industry, products, and competition
  • Results - Deliver results that meet clients’ objectives. E.g. sales, ROI, awareness, image, traffic, etc.
  • Analytics - Agency's ability to collect, interpret, use and report data

SERVICE AND STAFF - Attention to Client Needs / Employee Diversity

  • Collaborative - Includes client and client partners at appropriate points in the strategic process
  • Accessible - Account management at all levels
  • Dependable - Works with clients in an atmosphere of trust, and accountability

SCALE - Advantage Due to Size and Coverage

  • Leverage - Advantages gained in pricing and executions through size and influence of the agency and /or its network
  • Access - Ability of agency to draw on its network and/or preferred partners to enhance it’s core services
  • Coverage - Proximity to geographies that matter to client (regional/global)

EXPENSE - Cost of Doing Business with Agency

  • Fees and Commissions Paid - Fees / Commissions paid
  • Transparency - Openness in pricing and client dealings
  • Media Cost - Media pricing achieved

AGENCY NETWORKS AND HOLDING COMPANIES
Overall Criteria and Top 3 Factors

SERVICE AND STAFF - Attention to Client Needs / Employee Diversity

  • Collaborative - Includes client and client partners at appropriate points in the strategic process
  • Responsive - Timely response to client needs
  • Agile - Ability to act quickly as change occurs

STRATEGY AND EXECUTION - Develop Strategy and Deliver Results

  • Unique Data Sources - Provide unique data sources
  • Approach - Unified working process across network that ensures coordinated efforts to achieve best results
  • Advertising Technology - Provide and use ad tech and technology

EXPENSE - Cost of Doing Business with Agency

  • Media Cost - Media pricing achieved
  • Value - Overall results vs. money spent
  • Transparency - Openness in pricing and client dealings

SCALE - Advantage Due to Size and Coverage

  • Access - Ability of network to draw on its individual agencies and/or preferred partners to enhance its core services
  • Coverage - Proximity to geographies that matter to client (regional/global)
  • Leverage - Advantages gained in pricing and executions through network’s size and influence

CREATIVITY - Imaginative Ability, Originality and Reputation

  • Quality - Production value of final product
  • Innovative - Improvement of existing ideas and approaches
  • Synthesis - Ability to deliver client's message in ways that are accessible, understandable and relatable

Key Takeaways from the Report

  • Learning what marketers think of their agencies will improve agency selection decisions
  • Marketer attitudes toward agencies are mixed at best
  • The criteria used to select a new agency differs by type of agency
  • That criteria should be derived from what the most “satisfied” advertisers think of their agencies
  • Ratings of nearly 100 agencies regarding the most important selection criteria and factors

QUESTIONS? Contact us at Support@AdvertiserPerceptions.com.


Agencies Rated In This New Report
(alpha order)
72andSunny
Arnold
BBDO
Burson-Marsteller
CP&B
Cramer-Krassalt
DDB
Deutsch
Droga5
FCB
Goodby, Silverstein & Partners
Grey
Havas
JWT
Leo Burnett
McCann Erickson
McGarryBowen
Mullen-Lowe
Olgilvy and Mather
Saatchi & Saatchi
TBWA\Chiat\Day
Wieden & Kennedy
Wunderman
Y&R
(alpha order)
360i
Accenture Interactive
AKQA
Critical Mass
Deloitte Digital
DigitasLBi
Huge
IBM Interactive Experience
iProspect
Isobar
Merkle
Moxie
MRM//McCann
PwC's Digital Services
R/GA
SapientRazorfish
VML
Wunderman
(alpha order)
360i
Acronym
Catalyst
iCrossing
iProspect
Merkle
Performics
Rapp
Resolution Media
Rosetta
SapientRazorfish
(alpha order)
Assembly
Blue 449
Carat
Havas Media Group
Hearts & Science
Horizon Media
Initiative
Maxus
MEC
MediaCom
Mediavest / Spark
Mindshare Worldwide
OMD Worldwide
PHD
Starcom
UM
Zenith
(alpha order)
Dentsu
GroupM
Havas
IPG
MDC
Omnicom
Publicis
WPP