3 Ways to Steer the Right Creative Talent Toward Your Business
In fact, a 2017 survey conducted by RSW/US revealed that traditional agencies are seeing fewer client referrals than ever before, which Adweek attributes to an increase in brands forming their own in-house teams. For highly qualified creatives, this transition in agency structure provides an abundance of opportunities.
Agencies see change ahead as clients take more marketing in-house
As brands continue to bring marketing capabilities in-house, agencies have no choice but to adjust.
Brands like Procter & Gamble, Unilever and United Airlines are bulking up their in-house capabilities, and others are following suit. “We are now seizing back control,” P&G marketing chief Marc Pritchard declared recently. The outcome of the move could be disastrous to agencies’ bottom lines. WPP Group’s share price, for instance, is down 14 percent from the start of the year.
New Survey Data Proves It: Agencies Need to Be More Aggressive to Win Clients in 2018
Referrals are in decline, and in-house agencies abound. If you’re not feeling it yet, you will. The changing agency and marketer landscape has significantly impacted the way agencies find and win new business. No longer can agencies exclusively rely on referrals and networking to drive the success of their firm.
The changing marketing service firm and marketer landscape has significantly impacted the way PR firms find and win new business.
No longer can PR firms exclusively rely on referrals and networking to drive the success of their firm.
Once an almost exclusive source of new business for marketing firms, referrals from marketers as a source of new business have dropped significantly since RSW/US first started measuring their importance as a new business resource in 2007.
U·NIQUE: BEING THE ONLY ONE OF ITS KIND; UNLIKE ANYTHING ELSE
In this year’s RSW/US Agency New Business Survey, 52% of the responding ad agencies identified themselves as a “full-service agency.” In 2008, 64% of agencies responding identified themselves as “full service.”
While it’s nice to see fewer agencies define themselves so simply without any real definition around the specifics of their business, it is still concerning that so many advertising and marketing firms put themselves in a bucket that isn’t more uniquely defined.
In the same study, 8% of marketers said they get up to 21 calls a week from agencies. 60% say they get 6-10 calls per week. That’s a lot of you attempting to capture the attention of the marketer.
While there appears to be no slowing down in terms of the number of agency new business technology tools being developed every day, new research show there’s a limit to how much marketing agencies can do to stay on top of what’s new—which impacts how much they can truly benefit from these offerings.
Marketing agency lead generation and business development firm RSW/US recently completed its fifth annual New Business Tools & Technology Report in partnership with training and resource center Mirren.
In this year’s survey, agencies state they do not have the resources to utilize agency new business tools in a consistent and productive manner—which in the end, makes them feel like many of the offerings simply aren’t that effective.