Benchmarks
We share some of our benchmarks to provide a holistic view on the advertising industry.
Powered by Hestbæk Consult
During the past 4 years we have accumulated our clients’ post pitch scores, which are given subsequent to each agency pitch.
The scores are based on a scale ranging from 1 (lowest) – 5 (highest). In the table below an overall year-by-year score across agency disciplines is illustrated.
| Pitch Scores - All Agencies | 2007 | 2008 | 2009 | 2010 |
|---|---|---|---|---|
| Overall | 4.07 | 4.01 | 4.02 | 3.62 |
| Highest Winning Score | 4.56 | 4.72 | 4.63 | 4.33 |
| Lowest Winning Score | 4.01 | 3.81 | 3.99 | 3.57 |
| Highest Loosing Score | 4.21 | 4.31 | 4.16 | 4.25 |
| Lowest Loosing Score | 3.31 | 3.16 | 3.21 | 3.02 |
During the past four years we have surveyed
amongst Top 1000 CMO's in the Nordic Region on their length of agency relationships.
Average response rate has been 21%.
| Client/Agency Tenure - Nordic Markets | 2007 | 2008 | 2009 | 2010 |
|---|---|---|---|---|
| < 1 year | 1 % | 1 % | 4 % | 5 % |
| 1 - 2 Years | 8 % | 9 % | 16 % | 19 % |
| 2 - 3 Years | 12 % | 16 % | 23 % | 32 % |
| 3 - 5 Years | 33 % | 40 % | 40 % | 35 % |
| > 5 Years | 46 % | 34 % | 17 % | 9 % |
Powered by Adstrument
The agency insights presented in Adstrument provides a vast array of information. Amongst the information provided, we have shared a top-line Average Hourly Rate in EURO across agency disciplines and markets in the past four years.
| Average Hourly Rate - All Employee Types | 2007 | 2008 | 2009 | 2010 |
|---|---|---|---|---|
| Northern Europe | 110 | 117 | 119 | 112 |
| Central & Eastern Europe | 59 | 68 | 74 | 79 |
| Southern Europe | 65 | 64 | 70 | 68 |
| USA | 95 | 101 | 104 | 96 |
Furthermore, a top-line percentage fee structure of all agency corporations with existing clients in the past four years.
| Percentage Fee Structure - All Markets | 2007 | 2008 | 2009 | 2010 |
|---|---|---|---|---|
| Retainer Based | 38 % | 31 % | 28 % | 21 % |
| Project Based | 57 % | 62 % | 60 % | 59 % |
| Performance Based | 5 % | 7 % | 12 % | 20 % |
Powered by Hainsight
Our Hainsight Benchmark Index is today acknowledged as one of the leading global benchmarks on client/agency relationships. The benchmark is included in many client/agency relationships as the acknowledged Pay For Performance benchmark.
| Hainsight Benchmark Index | 2007 | 2008 | 2009 | 2010 |
|---|---|---|---|---|
| Creative Agencies | 7.14 | 6.98 | 7.01 | 6.95 |
| Media Agencies | 7.05 | 7.18 | 6.91 | 7.02 |
| Digital Agencies | 6.49 | 6.23 | 6.55 | 6.49 |
| DM Agencies | N/A | N/A | 6.24 | 6.11 |
| PR Agencies | N/A | N/A | 7.41 | 7.55 |
| Design Agencies | N/A | N/A | 6.86 | 6.71 |
| Research Agencies | N/A | N/A | N/A | 7.25 |