Brazilian Agencies Get Thumbs Up

23 February 2009

RIO DE JANEIRO: Over 80% of Brazilian marketers are satisfied with the performance of their advertising agencies, while just 10% are considering moving their account in the near future, according to figures from research firm Grupo Consultores.

The "Second Agency Image Study in Brazil" report, which was based on a survey of 350 of the country's senior marketers, found the overall level of satisfaction was up by 8% on the total in 2006.

Other findings included the fact that the average duration of an advertiser–agency relationship in the country is five years, and that 54% of marketers would rather have one agency working across all of its communications operations.

More than 40% of respondents, however, said they were "not surprised" by the ideas produced by their agencies, even though creativity was cited as the key factor in selecting an agency, followed by a lack of conflicting clients and a clear payment structure. 

Key factors for selecting agencies to pitch for business included the work they had done for previous clients and recommendations from marketers working in the same or similar industry.

Data sourced from M&MGlobal; additional content by WARC staff