Searching for a New Advertising Agency: A Client Perspective

Abstract

The recent downturn in economic conditions has motivated many organizations to reevaluate their advertising. Many companies have cut their spending and others have changed agencies in the hope of achieving a better return on their advertising expenditure. This article records information from a survey of ninety-five Australian companies which recently changed their agency, and sixty-one companies which thought they might change in the near future. The findings focus on the reasons for changing agencies, the types of information used to help select a new agency, and characteristics of the group of managers which selected a new agency.