What should an Interactive Agency offer?
Written by Mihai Dragan on Thursday, February 5th, 2009 ( One response )
Tags: clients, creativity, development, interactive, interactive agency, strategy
Strong Strategy Planning ? Maybe Outstanding Creativity? Who knows … maybe the Return on Investment is all it matters. How about implementation? But hey … do people actually know what an Interactive Agency is?
A few weeks ago I’ve started a little poll on LinkedIn asking people to tell me what do they think an Interactive Agency should offer. 55 people answered so far.
The options were:
- Strong Strategy Planning
- Outstanding Creativity
- Development Skills
- Return On Investment
- What is An Interactive Agency?
Here are the conclusions:
1. Creativity is King
47 % of people that answered chose “Outstanding Creativity” as what they’re looking for in an Interactive Agency. Next is Return on Investment (20%) and Strong Strategy Planning (18%).
Only 3 percent chose Development Skills and about 10 percent were still to find out what an Interactive Agency is.
2. Decision makers focus on Return on Investment and Strategy
Most of the owners and managers selected Return On Investment and Strong Strategy Planning as their choice. In case you were pitching to the deal maker, try to focus on the strategy and return on investment rather than the creative campaigns you thought of.
This should not mean ideas and great execution are useless but rather that they have a greater chance of success with the big guys when backed by good strategy planning and an idea on return on investment.
3. Men love Creativity
An astonishing 63.6% of men would choose Creativity over other agency assets. The rest chose Strong Strategy Planning. With men is either black or white, right 
?
It seems a lot of women are not familiar with the term “Interactive Agency” as 33 % chose “What is An Interactive Agency” as their answer.
Other interesting things I’ve noticed:
- The older you get the more you care about strategy (planning is not the most popular thing among the young and cool)
- Women care about development skills (at least in this poll)
- Marketing and Product Management care about ROI and IT cares about creativity
- Most small and medium companies chose creativity as the most important asset
Long story short – everybody’s looking for creativity but they’re willing to pay for Strategy Planning and ROI.
Comments:
on Thursday, February 5th, 2009
Interesting and helpful survey results. It’s a bit of a small sampling however; what I really want to know is if there is a difference between what they say is important, and what criteria they ultimately use when selecting an agency. Is there a discrepancy there? It would be interesting to find out.
What is your opinion?