Agency 3.0
 

INTRODUCTION

 
Thank you for visiting the GyroHSR survey, in association with Marketing Week.

We are commissioning a research report on the new model agency of the future, entitled, "Agency 3.0". The findings will be used as the basis of a book we are publishing later this year.

The pace of recent change has forced agencies to examine their own position, looking at the way they engage with clients and respond to their needs.

We're asking the agency community and marketers to share their views - what do brands need and want from their agencies?

The questionnaire should take no longer than five minutes to complete, all responses will be confidential; the results can be made available upon request. All proceeds from the book will be donated to D&AD.

Thank you.


GUIDE:
Network/Global Agencies: Offices in most countries, typically owned by one of the larger agency network businesses

Boutique/Local: Independent agencies, operating in a small number of countries, sometimes just locally

1. Question 1 of 10

 Industry Focus?Market Focus?Total Revenue?
Your business?

2. Question 2 of 10

What best describes your job function?

3. Question 3 of 10

Please select a response to the following statements;

 Totally agreeSomewhat agreeUnsureSomewhat disagreeTotally disagree
Boutique/specialist agencies are best equipped to meet brands' marketing requirements
Digital agencies are best equipped to meet brands' marketing requirements
In-house agencies are best equipped to meet brands' marketing requirements
Network agencies can handle work across all disciplines (advertising, digital, PR, search, events, branding etc)

4. Question 4 of 10

Please select a response to the following statements;

 Totally agreeSomewhat agreeUnsureSomewhat disagreeTotally disagree
Agencies (across all disciplines) are not responding enough to client/market change
Boutique/specialist agencies are responding best to client/market change
Global agency networks are responding best to client/market change

5. Question 5 of 10

Please select a response to the following statements;

 FalseTrueUnsure
In the future advertising agencies will continue to lead the charge in creating big ideas for brands
In the future all agency disciplines will take the lead in creating big ideas for brands
In the future digital agencies will lead the charge in creating big ideas for brands

6. Question 6 of 10

 Which Discipline
If you had the choice of only working with one agency, what would it be?

7. Question 7 of 10

Please select a response to the following statements;

 Totally agreeSomewhat agreeUnsureSomewhat disagreeTotally disagree
Agencies should be held accountable for the commercial success of their work, such as introducing payment by results.
Agencies should be paid on the value of their ideas
Agency fees should be purely based on the profit an agency generates for a client.
Agency fees should be purely based on time and output.

8. Question 8 of 10

Please select a response to the following statements;

 Totally agreeSomewhat agreeUnsureSomewhat disagreeTotally disagree
Brands value all talent equally
Brands value creative leadership the most
Brands value digital/specialist skills the most
Brands value planning and strategy the most
Brands value senior management involvement the most

9. Question 9 of 10

Would you like to see your digital agency providing the full breadth of digital services in the future (such as Design & Build, Development, Email, eCRM, Search, Data, Display and Social Media).

10. Question 10 of 10

Which agencies do you prefer to work with?

11. If you have any direct thoughts on this research, please feel free to comment below