• by Jack Loechner , Staff Writer, May 17, 2011

According to a study in March by RSW/US: The "2011 New Business Report: A Client's Look Ahead at Agencies," only 44% of marketers are truly happy with their primary Agency, roughly similar to the past years' studies. In 2008, 41% of marketers were "happy" and in 2009-2010, 47% stated they were "happy" with their current firm.

Only 55% of marketers state they would consider using their primary agency again if they were to put their account up for review. In 2008, 62% of marketers rated this question an "8-10" and in the 2009-2010 survey, 69% of marketers rated this question an "8-10", suggesting there was a higher likelihood of the marketer considering their current agency again.

There are still opportunities for agencies to find new clients, says the report. 49% of all marketers state that they used 3+ agencies in 2010 and don't expect to see this number change dramatically in 2011.

When marketers initiate a search for a new agency, study data shows they are more than likely to start by looking at three to five firms before hearing a final pitch. Only 14% consider six or more, while 18% consider one or two.

The percentage of marketers stating they "wanted lots of ideas for a new project" as a reason for looking at new agencies has fallen over the years. In 2006, 33% of marketers said this. In this most recent survey, it was only 17%. The report suggests that marketers are more concerned about finding a strategic partner who can help with their business versus just an "idea shop".

77% percent of marketers agreed that demonstrating an understanding of their market is among the most critical aspects of an agency pitch. 72% percent said the creativity presented is also among the most critical aspects. Understanding and creativity also resonate through the next two most popular aspects, understanding company direction and offering something fresh and new.

Only 18% of marketers believe traditional, full service firms have solid digital skills. This compares to 29% of marketers believing digital firms have solid traditional (full service) skills.

The perceived advantage rests with full service agencies, as 49% of marketers believe that over the next 3-5 years they are more likely to win digital assignments, compared to only 28% of marketers believing digital firms are the more likely winners of full service assignments.

For additional information about the study, and access to the complete report in PDF format, please visit here.