Factors in Winning Accounts: The Views of Agency Account Directors in New Zealand
调查了102位新西兰广告公司客户总监，分析他们认为哪些因素对赢得新客户最重要，并比较不同公司类型、规模、服务性质和成功率下的看法差异。
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 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.