Agency Selection Criteria-How Important Is Cost to Marketers?


In our 2013 Agency-Marketer Business Survey, we assessed agency selection criteria.  We wanted to find out how important different variables were in their decision making process when selecting a new agency. We asked agencies the same question – relative to what they thought marketers were using and what they thought they SHOULD be using. Interestingly,…
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Your Fickle Marketer-Agency Relationship (Warning-Your Head May Explode)


One feature I particularly like about our surveys are the open-ended comments we include from marketers, and in our most recent report, we included 4 pages of comments from Marketers, all of which highlighted the ever fickle Marketer-Agency relationship. in the survey, Adweek provided us with the following question: What amount of an agency’s business must be focused…
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Marketers Care Less About Agency Specialization Than You Think


I have to admit, I was somewhat surprised when I read our latest National survey among marketers: 2013 RSW/US Agency-Marketer National survey. We always knew that agency specialization was important. We see it every day when we represent our clients.  The tighter we can be when we reach out on their behalf by either shouting…
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Have You Tried This New Business Technique To Break Through To Prospects?

Have you tried

In a recent conversation with an agency principal, she was discussing the difficulty in finding better new business techniques to break through to prospects, which undoubtedly, is a large part of the new business challenge. Part of our service at RSW/US is doing just that, but if you’re handling agency new business in-house,   A…
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Are You Utilizing Your Team for Agency Differentiation?


I was reading a post from Steve W. Martin’s Heavy Hitter Sales Blog called Top Reasons Salespeople Lose Business and reading the below quote, agency differentiation loomed large in my mind: The vendor we chose has a group of smart, dedicated, customer-oriented people. To a great degree, I don’t think their products and services are different…
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Sabotaging Your Agency New Business Director Before She/He Even Starts?


As I’m talking to agencies every day, I get some perspective on the decision to use a company like RSW-US or hire an agency new business director internally. Both obviously have pros and cons, and focusing on the internal hire for the purposes of this post, a few reminders and/or questions you should consider (because…
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Agency New Business: The Harsh Reality-Clients Will Go

Will go

We did a Pennsylvania tour of duty this week with a few wonderful new clients and on the way home in the Pittsburgh airport, had a quick bite and beverage at The Burgh Sportz Bar. (Which despite the use of the Z where an S should be, is quite affordable for an airport and is…
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Agency New Business: Getting The Right Contact The First Time

Decision Maker

Post by RSW/US New Business Director Catherine Ross We all know that major rebranding efforts typically don’t happen more often than every 3 years and typically, much less frequently. No one whose job it is to develop new marketing or brand design business ever wants to get this message from the VP of Marketing at…
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How Agencies Get New Business: RSW/US & the Agency san diego Infographic


A huge thank you to the Agency san diego for creating this infographic based on the findings from our most recent survey, 2012 New Business Report: Client & Agency Perspective On Topics Related To Agency New Business.  Please share! (Download below)                                  …
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