Factors in Winning Accounts: The Views of Agency Account Directors in New Zealand

Kim Shyan Fam, David S. Walker

This paper examines what attributes are valued by 102 advertising agency account directors in New Zealand as important in winning new clients, particularly whether there is any variation in perceived attribute importance ratings among account directors of different types of agencies, based on (a) type of account handled; (b) size of billings; (c) nature of agency service; and (d) success rate in winning new clients.

Factors in Winning Accounts: The Views of Agency Account Directors in New Zealand

Kim Shyan Fam University of Otago Dunedin, New Zealand andDavid S. WallerUniversity of Newcastle Ourimbah, Australia

An advertiser that looks for a new advertising agency will often have particular attributes which are valued by clients when making an agency selection. For an advertising agency taking on a new client, however, it must rely on perceptions of what they feel clients regard as important. This paper examines whatattributes are valued by 102 advertising agency account directors in New Zealand as important in winning new...

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