Study: Agency Size Matters Little to Marketers

There’s a significant disconnect between marketing agencies and their clients’ decision-makers, according to Rainmaker Consulting’s “Intelligent New Business Survey,” which examines how US marketing communications agencies best engage with prospective clients to win new business.

The poll sought to determine what prompts brand spenders to search for a new agency, the most effective ways for agencies to engage with clients, and the reasons they choose one agency over another, writes MarketingCharts.

Among the study’s findings:

• In general, clients don’t feel that size matters, but agencies tend to believe it does.
• The majority of clients (83 percent) don’t feel geographical location is an issue, but many agencies think it is.
• 85 percent of clients say agencies don’t prepare enough.
• Most clients (75 percent) are seeking to buy actual solutions to business problems - whereas most agencies think the client is looking for advertising, PR, design or some other silo-fit.
• Clients want agencies to be far more proactive, whereas most agencies like to sit in the bunker.

MarketingCharts also offers a list of the top reasons marketers choose one agency over another.