2008 – Client Perspective


The 2008 Client’s Perspective on Agencies was completed by 184 key marketing decision makers from across the United States during November, 2008. This study was commissioned by Reardon Smith Whittaker (RSW), a lead generation/business development consultancy.

The sample came from RSW’s database of decision makers each with marketing budgets estimated to be in excess of $1M per year. They were largely senior and middle management marketers as shown in the breakdown below.

Some of the smaller/mid-size companies included: Electrolux, Elmers, Bose, Moen, Formica, Maserati, Guaranty Bank, Frisch’s, Goodwill, and Johnson Outdoors, among many others.

Some of the larger companies represented included: Citibank, General Mills, Hoovers, Abbott, IBM, Alberto, Bell South, Heinz, Bayer, Dunkin Donuts, GE, Rubbermaid, and ESPN, among others.

We have prepared an overall summary for ease of reference. Perspective will be offered throughout 2009 on our blog: thecobblerschildren.blogspot.com. The perspective provided will hopefully be of value to you as you work to better your overall new business development program – whether it be through use of outside services like RSW, or shoring up the efforts you manage internally. It is certainly of benefit to us as we reach out on behalf of our agency clients.

If you would like to reproduce any of our findings in any format whatsoever, please ask permission.

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