Agency and Client - what makes a good fit?
Beechwood recently polled marketing professionals and asked them, what was the most important factor when selecting a marketing agency?
The results of the survey found that the three most important criteria for selection were:
- Demonstration of results
- Industry experience
- Cultural fit
Given the pressure on marketing professionals in these difficult times to achieve measurable success, it was perhaps little surprise that 50% of participants considered an agency’s ability to demonstrate results as the number one factor. This was closely followed by industry experience, with 42% considering this to be the first priorty in agency selection.
However, many marketers were keen to point out that these factors alone would not ensure a good fit between agency and client. As one Senior Marketing Officer for a major financial corporation remarked, “The most relevant factor is how good a cultural fit you sense between the agency and the group managing it. I’ve seen excellent agencies and great brand teams collide due to a poor cultural fit. And egos have a huge role in generating the “fit” sensation”.
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