What Clients Want from Agencies

 

As reported in AdWeek recently, a new study from search consultants Reardon Smith Whittaker adds to the body of knowledge about what clients most want from their agencies.

After polling 184 marketing clients from companies including AT&T, Dunkin' Brands, Merck, MetLife and Revlon these findings were tabled:

Choosing an Agency

The top-ranked reasons for choosing an agency, were:

1. Having an understanding of their marketplace

2. Grasping the company's strategic direction, and The Creative Work (tied for 2nd place)

3. Offering something new and fresh

Launching Agency Review

The top-ranked reasons respondents cited for launching agency reviews, were:

1. Unhappiness with their agency's thinking, 46%

2. Dissatisfaction with creative work, 40%

3. Not being proactive enough, 38%

Marketing Tactics

The top ranked marketing tactics sought by clients, were:

1. Online marketing, 69%

2. Buzz marketing, 58%

3. Experiential efforts, 53%

4. Search engine marketing, 52%

5. Mobile marketing, 25%