The Search for an Objective Understanding
Back in 2002, The Rainmaker Survey set the scene for accurate insights into what prospective clients look for in new business approaches by marketing agencies. Every year since, we've re-run this research only to find little change in the criticisms of brand decision-makers regarding the manner and methods the majority of agencies use to reach out to them. Further, since 2002, various industry associations, search intermediaries and new business support suppliers have contested theories on what makes clients tick in this respect.
With fears about the economy looming, most are in agreement that some kind of proactive business development is a good idea. But in the absence of any real consensus about what decision-makers are looking for, the difficulty is putting in place a strategy you can feel confident is going to build your brand - rather than damage it.
In 2008, in order to understand why the widespread complaint about agency new business technique persists, and to ensure objectivity in terms of confirming best practice, we asked you - the agency sector - to supply the questions you wanted put to 52 decision-makers concerning proactive new business activity. As in 2002, these were all done via live interview, with a number of new insights on decision-makers’ hot buttons arising.
We recently concluded a series of seminars at the Groucho Club, Soho, to discuss the findings and help you avoid the pitfalls of proactive new business whilst reaching out to the brands you want to work with.
152 people attended from companies including: AKQA, OgilvyOne, Leagas Delaney, Clark McKay & Walpole, The Future Foundation, Saatchi & Saatchi Healthcare, Iris, Sapient, LBi, ICLP, Publicis, OMD, Lambie-Nairn, Manning Selvage & Lee, Seymour Powell, Jack Morton, Cohn & Wolfe, CDP, Identica, Proximity, Universal McCann and Design Bridge. If you would like to register interest in the next one, please email Chris Gordon, chris.gordon@rain-maker.co.uk.