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I Surveyed 300 Brands On Why They Chose Their Agencies, And I Found Some Cool Data

Written by: Kristen DeGroot, Executive Contributor

Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.

Executive Contributor Kristen DeGroot

As the owner of The Campfire Circle, an agency that grows agencies, I’m constantly keeping a pulse on the state of agencies.

Business people sitting around workplace table discussing

I recently surveyed 300 brands that hired an agency in the past year and gathered some fascinating insights. You can download the report here, which I recommend. It’s full of great data and actionable insights. But if time is an issue, I’ll go over the key takeaways in this post.

I don’t like adding “fluffy” content to my posts, so how about we dive into the good stuff!?

Agency discoverability

When I asked the 300 brands WHY they chose the agency that they did, the highest amount of brands relied on a referral from a peer or colleague when choosing their agency.

It’s crucial that your agency earns and leverages social proof, as 76% of brands report that social proof is a factor when vetting agencies.

Standing out in a crowded space

It’s no secret that agencies are a dime a dozen, so I asked the brands if they prefer a large, full-service agency or a boutique agency in which their niche was the brand’s industry. The overwhelming majority of brands prefer a boutique agency that specializes in their industry so it’s crucial that agencies embrace a niche.

Another thing to point out is that 80% of brands consult with at least 2 other agencies before deciding on the best agency for their brand. So make sure your proposals are fantastic.

What makes an agency resonate with brands?

Of course, your agency needs to resonate with your target audience. With 41% of brands reporting that they look at an agency’s previous work via case studies, you need to make sure your agency can share examples of your previous work on your website and in your proposals.

With 79% of brands willing to pay more for an agency with expertise in their industry, be sure to research the industry of a lead before your initial call if you’re not super familiar with their industry.

Final thoughts: What to do with all of this data

I went over a lot of the crucial data that I collected in this post, but I didn’t even cover half of the insights covered in the report, so download it now for even more data and key takeaways.

Data doesn’t lie, so take these insights to heart. Of course, adhering to these insights is a little time-consuming, and that’s where I come in. If you want me to apply the data to growing and optimizing your agency, you can contact me here.

Did any of these data points surprise you? I would love to read your thoughts on the data I gathered in the comments below!

Follow me on Instagram, LinkedIn, Twitter, and visit my website for more info!

Kristen DeGroot Brainz Magazine

Kristen DeGroot, Executive Contributor Brainz Magazine

Kristen DeGroot is the CEO of The Campfire Circle, an agency for agencies. She has been helping agencies grow for over a decade. Kristen has an English writing degree so a lot of her strategies that she implements for her clients are content driven. Basically, Kristen grows agencies so that agency owners can spend more time on what matters: Doing awesome client work.



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