BBDO, Fitzgerald+Co., JWT, and Grey Perform Best in Unaided Awareness and Overall Impression Ratings in Recent Study of Atlanta Advertising Executives

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From mid 2008 to early 2009, Stat One Research (SOR) interviewed over 100 advertising decision-makers at Atlanta's largest public and private firms concerning their perceptions of Atlanta's advertising agencies. Best in top of mind awareness: Fitzgerald + Co. (25.9%), BBDO Atlanta (24.0%), JWT Atlanta (19.2%), Grey Atlanta (15.3%), and Ogilvy (9.6%). Factor rated highest in importance: Timeliness/ meeting deadlines (9.2 ave. rating, 10 = very important). Factor receiving lowest satisfaction rating: Interactive capabilities (7.4 ave. rating, 10 = very satisfied). Approach with new media (10 = aggressive adoption and 1 = no interest) = 6.3 ave. rating. Over 40% of respondents said they had terminated an agency relationship within the last two years. Most of these indicated that this could have been avoided. Tom Beggs of SOR noted "Some of the 43 agency individuals cited as exceptional include: Tom Bigelow, Dave Fitzgerald, B.A. Albert, Heather Bell, Laura Houghton, and Pam Piligian."

Stat One Research

Some of the 43 agency individuals cited as exceptional include: Tom Bigelow, Dave Fitzgerald, B.A. Albert, Heather Bell, Laura Houghton, and Pam Piligian.

From mid 2008 to early 2009, Stat One Research, (SOR) interviewed over 100 advertising decision-makers at Atlanta's largest public and private firms concerning their perceptions of Atlanta's advertising agencies. Best in top of mind awareness: Fitzgerald + Co. (25.9%), BBDO Atlanta (24.0%), JWT Atlanta (19.2%), Grey Atlanta (15.3%), and Ogilvy (9.6%). Factor rated highest in importance: Timeliness/ meeting deadlines (9.2 ave. rating, 10 = very important). Factor receiving lowest satisfaction rating: Interactive capabilities (7.4 ave. rating, 10 = very satisfied). Approach with new media (10 = aggressive adoption and 1 = no interest) = 6.3 ave. rating. Over 40% of respondents said they had terminated an agency relationship within the last two years. Most of these indicated that this could have been avoided. Tom Beggs of SOR noted "Some of the 43 agency individuals cited as exceptional include: Tom Bigelow, Dave Fitzgerald, B.A. Albert, Heather Bell, Laura Houghton, and Pam Piligian."

The survey instrument was administered via telephone and covered over 100 variables, including: awareness, overall impressions, selection process, factors of importance, satisfaction, reasons behind ratings, terminated relationships, exceptional staff, best practices, new media, interactive agencies, and the hallmark SOR exclusive: what it would take to obtain their business.

SOR launched this series in 2002, and has greatly expanded study coverage since then, based on feedback from sponsoring agencies. The '08/'09 study includes the equivalent of several focus groups' worth of qualitative data - arguably the most important "set of focus groups" an ad agency could ever conduct. The full 75+ page report provides agency executives with verbatim client and prospect recommendations and suggestions in all of the above areas. Stat One Research makes this timely, detailed, and objective intelligence more affordable than ever - at a time when Atlanta's agencies need this most.

Call Stat One Research at 404-350-7200 for more information about The Agency Monitor, an ongoing research series that enables client focused agencies to stay on top of client side expert counsel, innovate, and better serve their own clients.

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Tom Beggs

Laura Berger
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