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 > Advertised on the site and on the newsletter > 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 list for selecting your next agency?

Trade media usage What 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 consultants When 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 listing Which 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 or