Agencyfinder survey indicates “credibility” a driving issue in the agency selection process

May 26, 2004 — Agencyfinder survey indicates “credibility” a driving issue in the agency selection process.

Richmond, VA – In a poll of over 4,000 marketing directors and business decision makers, Agencyfinder.com, the largest marketing services search engine of its kind in the world, has found that although advertising and PR agencies may say the right thing, clients are still concerned about the firms’ credibility and truthfulness in the claims that are made.

“Issues of honesty and credibility ranked the highest in our survey,” said Charles G. Meyst, Agencyfinder’s Chairman and CEO. “Clients like what they’re hearing, but they want reassurance that the information is current and accurate. Remarkably enough, the agency’s size in terms of either billings or number of employees, ranked near the bottom of the list in importance.”

Findings from the survey will be used to enhance the Agencyfinder service to allow marketing directors and business decision makers to conduct a fair and impartial evaluation of the more than 2,500 headquartered agencies participating in the service’s database.

What can agencies do to enhance their perceived

credibility by prospective clients? Agencyfinder’s Meyst suggests including third party references in introductory material so prospects can make screening calls in advance. “But if you’re going to do that,” he adds, “avoid setting up a bunch of client-side shills who will only say the good things about your agency. Everyone has warts and if a prospect calls your references and feels they’re not getting the full story, that could actually be worse than not providing any references in the first place.”

The Agencyfinder.com survey was sent to over 4,000 of 9,500 previously registered marketing directors and business decision makers who have used the online matchmaking service in the past seven years. The survey identifies key issues of concern to those contemplating and hiring advertising agencies and public relations firms. Of those participating in the survey, nearly one-third of them reported their intent to hire a new or additional marketing services agency in the next twelve months.

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About Agencyfinder.com – Agencyfinder.com is a service of Business Partnering International, Ltd. and was founded in February 1997. The service is the most comprehensive database of advertising and public relations agencies on the Internet today and is intended for use by companies seeking agency support for projects, campaigns or long-term relationships. Searching is free to marketers and supported with complimentary search consulting advice (telephone and on-site consultations) provided by the executive staff. Advertising agencies and public relations firms pay an annual fee to be part of the online database and to participate in searches. BPI is headquartered at 4327 Cox Road, Vantage Place, Glen Allen, VA 23060. For more information, call 804-346-1812 www.agencyfinder.com