Each year, we ask decision-makers at a group of 100 leading brands: "At pitch, what are the specific reasons for choosing one agency over another?"
In the latest results, "good chemistry" ranked as the leading factor once an agency is face-to-face pitching the potential client. So agencies should ensure that the team fielded to make the pitch has good relationship-building and interpersonal skills. Otherwise, no matter how logical the match seems based on service criteria, the pitch will fail.
Good chemistry was followed, based on number of times mentioned, by "strong creative" and the agency's having "an understanding of us."
Here's a complete list of the top 20 factors:
1. Good chemistry with us
2. Has strong creative
3. An understanding of us
4. Being on brief
Bill Colbourne is CEO of Pearlfinders, and oversees three companies that deliver solutions to the new-business-support sector in Europe and the US.