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How Agencies Reach Potential Clients

by Bill Colbourne  |  
July 10, 2007

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

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Bill Colbourne is CEO of Pearlfinders, and oversees three companies that deliver solutions to the new-business-support sector in Europe and the US.

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  • by jelly bean Sat Mar 27, 2010 via web

    thanks! helpful... for a beginner--is there any secret best ways to gain an understanding of their brand--other than the obvious ways of reading their website, trade journals ect?

    Is there any difference between these traits in commercial companies and non-profit?

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