Consider Setup’s newly released study reporting “nearly one-third of U.S. brands may be contemplating switching up their ad agency in the next six months, while more than nine in 10 say chemistry is the most important factor in forging a new agency partnership. Their study sought insight from more than 300 marketers across major brands and agencies.” Of equal interest, more than 25 years ago, Sanders Consulting Group conducted a similar study but exclusively of major brands. There too 30% of polled clients expressed a willingness to consider a new agency if approached.
So there’s good news and bad. Good news if your agency has capacity and the desire for new clients. That being the case, get moving. Refresh relationships with traditional and on-line search consultants. Clean and update your profile here at AgencyFinder. Where you have directory listings, clean up that content. Ramp up your pro-active efforts. Keep your ears open. However, there’s bad news if any of your existing clients decide they want a new agency and start looking around. To stem the tide, pay close attention to existing clients. Deliver “First-Class” service and support. Learn and become adept on what they need to stay ahead of their own business development curve.
Take note – literally one-in-three advertisers could be potential candidates for movement, either in or out. So make your agency visible. Wave your hands; make some noise. Spend some money and now is a good time to make that investment at Manager Plan – not later when other agencies have already done what you need to do.