Advertising agency activities used to attract new clients in Australia

Abstract

Advertising agencies, as communication professionals, should use “best practice” activities for promoting themselves to attract new clients. Presents the results of a survey of executives from the top advertising agencies in Australia to determine the activities the agencies use to promote themselves. Overall, it was indicated that “personal contact” and “positive recommendations of satisfied clients” were perceived to be the most effective for winning new clients. Other activities perceived to be effective were: responding to requests for new business presentations, publicity on recent successful campaigns and winning industry awards.

Citation

Waller, D.S., Cusick, D.J., Matheson, H.D. and Miller, M.K. (2001), "Advertising agency activities used to attract new clients in Australia", Journal of Business & Industrial Marketing, Vol. 16 No. 2, pp. 129-140. https://doi.org/10.1108/08858620110384150