©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
According to a study in March by RSW/US: The “2011 New Business Report: A Client’s Look Ahead at Agencies,” only 44% of marketers are truly happy with their primary Agency, roughly similar to the past years’ studies. In 2008, 41% of marketers were “happy” and in 2009-2010, 47% stated they were “happy” with their current firm.
Only 55% of marketers state they would consider using their primary agency again if they were to put their account up for review. In 2008, 62% of marketers rated this question an “8-10” and in the 2009-2010 survey, 69% of marketers rated this question an “8-10”, suggesting there was a higher likelihood of the marketer considering their current agency again. Read more