How traditional agencies can defend their accounts and retain clients
Posted: Thu Dec 12, 2024 4:28 am
Advertising experts share tips to help determine when you should submit a pitch to advocate for your business.
How traditional agencies can defend their accounts and retain clientsThe team at independent agency Cornett after successfully defending their A&W Restaurants account in January.
Agency proposals are on the rise, but that doesn't mean most of the accounts under review are changing hands.
While defending companies is vk phone number data certainly not new, there appears to be a recent trend of established agencies successfully retaining their clients' accounts following a review.
According to last year's Cost of The Pitch report from the Association of National Advertisers and the 4A's, sixty-six percent of all new business reviews in 2022 ended with the incumbent retaining the account.
ANA did not have any earlier or later figures available to compare with its 2022 statistics.
There were several examples of agencies retaining accounts over the past year: independent agency Cornett retained clients A&W Restaurants and University of Kentucky after reviews; Omnicom’s PHD retained HP’s global media account in January; Mother retained Sonic late last year; independent retailer The Shipyard successfully defended its San Diego Tourism Authority and Visit California accounts, both of which had been with the agency for more than a decade; and independent agency Proof Advertising retained several clients this year, including Texas Tourism.
Why do so many marketers review their accounts?
One factor that appears to be contributing to this is the fact that marketers are increasingly initiating reviews to reassess their partnerships — not necessarily because they’re unhappy with the relationship. According to twelve agency executives, consultants and marketers interviewed for this article, clients are shifting strategies amid the ongoing disruption that’s causing brands to take a hard look at how they reach consumers. More marketers are also scheduling regular agency reviews to reassess partnerships — typically every two to six years, some said.
How traditional agencies can defend their accounts and retain clientsThe team at independent agency Cornett after successfully defending their A&W Restaurants account in January.
Agency proposals are on the rise, but that doesn't mean most of the accounts under review are changing hands.
While defending companies is vk phone number data certainly not new, there appears to be a recent trend of established agencies successfully retaining their clients' accounts following a review.
According to last year's Cost of The Pitch report from the Association of National Advertisers and the 4A's, sixty-six percent of all new business reviews in 2022 ended with the incumbent retaining the account.
ANA did not have any earlier or later figures available to compare with its 2022 statistics.
There were several examples of agencies retaining accounts over the past year: independent agency Cornett retained clients A&W Restaurants and University of Kentucky after reviews; Omnicom’s PHD retained HP’s global media account in January; Mother retained Sonic late last year; independent retailer The Shipyard successfully defended its San Diego Tourism Authority and Visit California accounts, both of which had been with the agency for more than a decade; and independent agency Proof Advertising retained several clients this year, including Texas Tourism.
Why do so many marketers review their accounts?
One factor that appears to be contributing to this is the fact that marketers are increasingly initiating reviews to reassess their partnerships — not necessarily because they’re unhappy with the relationship. According to twelve agency executives, consultants and marketers interviewed for this article, clients are shifting strategies amid the ongoing disruption that’s causing brands to take a hard look at how they reach consumers. More marketers are also scheduling regular agency reviews to reassess partnerships — typically every two to six years, some said.