Referrals come top for winning new business

In our February update we share with you some insight between in-house communications practitioners and agency partners. So let’s start by asking how often agencies are contacting in-house comms heads on a weekly basis?


We uncovered this from a recent survey with comms practitioners from leading corporates, brands and public sector.

That means clients and potential clients are being contacted between as little as 5 or over 40 times monthly by comms agencies.

With statistics like this and in this new age of business authenticity and reputation, it’s no surprise that when sourcing an agency, clients are more influenced by a referral or a direct introduction as opposed to the more traditional methods of advertising...


We then asked clients what helps them choose a comms agency partner. Not rocket science but the four winning attributes an agency needs are:

  • personal chemistry – they feel that they can work with the person they meet
  • innovation – the agency is offering something different or new
  • price – is competitive (no surprise there)
  • product quality – the agency has a great team and work that delivers

The Communication Directors’ Forum runs from 7th to 10th October. At the event, clients will share their challenges and agencies can see whether their proposition can help to solve them, all in the pleasant surroundings of the Arcadia cruise ship. This is a place for strategic conversations and learning away from the distractions of the office.

To come along to this year’s Communication Directors’ Forum please get in touch.

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