Interactive Agencies Resources

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By the numbers

Marketers remain fickle when it comes to agencies. Sixty-four percent of marketers dropped at least one agency last year. PR, Web design and advertising agencies led the list of those shops that were dropped.

Source: CMO Council's "2007 Outlook Survey," BtoB, March 12, 2007

While 93% of advertising agencies believe they play a critical role in marketing success, only 63% of client-side marketers believe agencies play a critical role.

Source: Forrester Research, BtoB, Feb. 27, 2007

Key vendors

Here are this year's category winners in BtoB's Top Agencies special report:

Large Agencies

  1. McCann Erickson
  2. Ogilvy North America
  3. BBDO New York

Medium Agencies

  1. HSR Business to Business
  2. Doremus
  3. Slack Barshinger

Small Agencies

  1. Mobium Group
  2. PJA Advertising+Marketing
  3. Stein Rogan+Partners

Interactive Agencies

  1. Modem Media
  2. OTOi
  3. Digitas

Dos and don'ts

Advice from marketers to agencies:

An agency should:

  • Learn the client's business.
  • Think outside the box.
  • Showcase its strategic capabilities.
  • Stick within the marketing budget assigned.
  • Question the way things have been done.
  • An agency should not:
  • Present generic case studies.
  • Focus too much on creative.
  • Talk negatively about its competitors.
  • Go over budget in the pitch.
  • Try to be something it's not.

Source: BtoB, Jan. 15, 2007

They said it

"We've gone from a landscape where two years ago, 90% of our work was offline, to today, where traditional makes up about 50% of our work."

—Matt Ross, president of McCann Worldgroup San Francisco

Source: BtoB, April 2, 2007

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