2010 New Business Report: A Client’s Perspective On Agencies


The 2010 New Business Report: A Client’s Perspective on Agencies was completed by 277 key marketing decision makers from across the United States during January 2010. This study was commissioned by RSW/US. RSW/US serves as an agency search firm for marketers and as a lead generation/business development firm for marketing service agencies.

The sample came from RSW/US’ database of marketing decision makers. The respondents were largely senior and middle management marketers as shown in the breakdown below.

Companies represented were of all sizes and included: Purina/Nestle, Valspar, Yamaha, Caribou Coffee, Pfizer, Liberty Bank, Okidata, Norton Healthcare, Red Roof Inn, Kraft, Colgate Palmolive, Hilton, Berkshire Life, Lenox, Kaplan, Peoples Bank, Harrahs, Fast Signs, Servicemaster, Converse, and Fast Company, to name only a few.

Where there are differences in responses between larger and smaller companies, they are noted. Where there are no/minimal differences, the data is presented in the aggregate.

The following provides an overall summary of findings as well as implications for agencies throughout 2010. Perspective will be offered throughout 2010 on RSW/US’ blog: www.agencynewbusiness.com.

The perspective provided will hopefully be of value to you as you work to better your overall new business development program in 2010 -â€whether it be through use of outside services like RSW/US, or shoring up the efforts you manage internally. If you would like to reproduce any of our findings in any format whatsoever, please ask permission.

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