BIMA Breakfast Briefing | AAR Thinks: 2014 Opinion Research

AAR Thinks: Opinion Research 2014
“Taking advantage of the upturn in confidence”
Tony Spong and Robin Charney
July2014

Introductions
 Who are AAR
 Who we are
 How to contact us
- rcharney@aargroup.co.uk - 07770658073
- tspong@aargroup.co.uk – 07872603771
 If you want to mention us today - @aargroup
 Feel free to jump in with any questions as we go!
© 2014 AAR privacy & legal

AAR Thinks: Opinion Research 2014
Background and context
 The research was undertaken by Colman Parkes Research using
telephone interviews
 They spoke with 200 senior management/Heads of teams from
clients and agencies in the UK to give an informed, mutual view

What we’ll cover this morning
Market
confidence and
looking ahead
Pitches and
expectations
Senior
challenges and
wish lists

Time to put your best foot forward?

How are Marketers feeling?
93% say things
picked up for
marketing in 2013
86% say things
have picked up
for my brand in
2013
74% say things
will continue to
pick up for
marketing in 2014
Focussing on clients’ overall expectations

90% are more
confident in their
team’s ability to
perform than 2013
61% believe they
have a better
marketing
structure in place
for 2014
Focussing on clients’ view on their team and structure

78% agree that
marketing is
getting better at
demonstrating ROI
to the board
68% say their
remit is growing to
be genuinely
‘marketing’ v just
comms
Focussing on clients’ view of their remit

What are their top challenges?
63% say
increase in
competition
55% say
understanding
consumers’
requirements
53% say low or
changing
budgets

Three code question
Q.20. What are the three biggest challenges that you face in marketing
your brands?
Base: Total Respondents Clients Only (100)
6%
7%
11%
12%
16%
18%
19%
38%
53%
55%
63%
No time or budget to test new ideas
Understanding emerging channels
Analysing data and information from multiple sources
Getting senior stakeholder buy-in
Understanding which channels work and which…
Working with procurement to an agreed agenda
Managing all agencies to one agenda
Getting the best ideas out of agencies
Low budgets/changing budgets
Understanding consumers' requirements
Increase in competition
Client Side
Biggest Challenges Currently Facing Clients Total Results

And the agencies top challenges are exactly the
same
72% claim more
competition
49% downward
pressure on
margins
3rd was challenge of
managing talent -
45% recruiting new
and 40% retaining
experience
Interestingly – only
6% state lack of
new biz – and they
could tick multiple
options

Three code question
Q.17a. What are the three biggest challenges your agency is currently
facing?
Base: Total Respondents Agencies Only (100)
0%
1%
6%
9%
11%
11%
13%
17%
19%
40%
45%
49%
72%
Unrealistic commercial agreements
Increased workload compared to scope of work
Lack of new business
Keeping up with change/developments in the industry
Resourcing new business
Cost/frequency of incumbent pitching
Increases in operational costs
Recruiting senior people
Recruiting specialist skills
Retaining experienced staff
Recruiting talent
Pressure on profit margins
Increase in competition
Agency Side
Biggest Challenges Currently Facing Agencies Total Results

The budget perspective is very encouraging
Only 8% of Clients state their budget for 2014 is less
than in 2013
60%
32%
8%
0%
More than 2013 Same as in 2013 Less than 2013 Don’t know

For the 60% of clients who are spending more
It’s a mixed plan but, interestingly, 80% will be adding capability and 70%
capacity, which sounds positive for new and organic business
development
42%
46%
66%
70%
74%
80%
Undertake more agency-type work in-house
Make structural changes that will enable us to
better manage the agency roster
Switch to more project-based agreements
Add additional capacity to my existing agency
roster
Switch to more retained-based agreements
Add additional capability to my existing agency
roster

For those looking to spend the same or less
A different slant, with the opportunity to demonstrate the value of tenure
and efficiency for existing relationships
40%
48%
58%
62%
68%
70%
72%
75%
Consolidate my existing agency roster
Undertake more agency-type work in-house
Reduce size of the agency roster
Negotiate agency fees
Extend contracts with existing agencies rather
than going to the market
Switch to more retained-based agreements
Increase my agencies' accountability for ROI
Switch to more project-based agreements

Has any of this hit the market yet?
This is the agency view of what they are seeing so far
60%
32%
8%
0%
More work, same
scope
More work,
extended scope
Neither Don’t know

Although, interestingly, agency competition is the
“client”
“It’s how we want to evolve
as a company, to have a
more centralised approach to
our work. Also it keeps all our
ideas in one place” - Client
view
“We are looking to develop
our own talent and do new
things internally while doing
more traditional work outside
with agencies” – Client view
“Clients spend can be quite
high, so I guess they see
significant ROI in the long
run by investing more
internally” – Agency view
“Clients are spending more
for sure but they are keeping
some of it in-house from a
strategic point of view and
we are just getting the
tactical stuff” – Agency view
These were some of the quotes when probed further

More new business opportunities in 2014/15?
The research says ‘yes’… We asked clients how many new agencies they
were expecting to add to their roster in 2014/15
7%
26%
50%
14%
3%
0%
None One Two Three Four Five or more

Converting to Win – Need to know
From the clients’ perspective, these are the main ways agencies let
themselves down during the pitch
58%
60%
62%
62%
68%
72%
75%
80%
Wasting time playing the entire brief back to us
Missing the brief entirely
Ideas poorly thought through
Senior people talking too much
Lack of enthusiasm
Asking the wrong questions
Poorly presented ideas
Not fully understanding my
challenge/opportunity

Converting to Win – Need to know
From the clients’ perspective, these are the main ways agencies let
themselves down during the pitch
41%
43%
48%
49%
51%
55%
57%
58%
Asking no questions
Lack of demonstrated interest
in our existing agency roster
Inability to answer our
questions
Not bringing the core team to
the pitch
Poor time management
Missing key sections of the
brief
Using obvious templates not
tailored to us
Unable to convert insight into
thinking/ideas

And finally – the wish list?
29% of clients
would like to see
more innovation
from agencies
16% of clients
would like to see
more flexibility
13% of clients
would like to see
better ideas
52% of agencies
would like clients
to be more open
minded to ideas
21% would like
clients to
respond faster to
proposals
13% would like
clients to be
better at strategic
planning
We asked clients and agencies what the one thing they wanted from each
other was and grouped the replies

Final thoughts?
What’s enlightening or surprising? What confirmed your thoughts? Next steps?

Thank you for coming
All feedback gratefully received

BIMA Breakfast Briefing | AAR Thinks: 2014 Opinion Research

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à BIMA Breakfast Briefing | AAR Thinks: 2014 Opinion Research

Similaire à BIMA Breakfast Briefing | AAR Thinks: 2014 Opinion Research (20)

Plus de BIMA (British Interactive Media Association)

Plus de BIMA (British Interactive Media Association) (20)

BIMA Breakfast Briefing | AAR Thinks: 2014 Opinion Research