Croatian Association of Communications Agencies (HURA), in cooperation with market research agency IPSOS, conducted a survey on cooperation of advertisers with advertising agencies on a representative sample of highly positioned advertisers (clients of marketing agencies) in June and July 2016. The survey showed that 98% of advertisers use the services of advertising agencies and that advertising agencies are a very important partner in the business of companies. Almost every other client believes that membership in HURA is an indicator of success and quality of an agency, and almost all advertisers are familiar with HURA.
Research has shown that advertisers widely use agency services and that they have experience with all types of agencies, because in the last two years more than 70% of respondents cooperated with media and creative agencies, and approximately 60% of them with full-service, digital and PR agencies. They pointed out three main criteria they use when choosing an agency with which they will cooperate: the quality and dedication of the team (59%), quality of the offered solutions, services or products (59%) and understanding of the industry (42%). Interestingly, most respondents didn’t point out the cost of service as a crucial criterion when choosing – or the awards. Advertisers believe that the EFFIE awards for effective marketing communication are by far the most important award in the domestic advertising industry (56%). Next is the international competition Cannes Lions (47%) and then the domestic competition of creativity IdejaX (41%).
Source: Ipsos
About the knowledge of the work of HURA, research found that only 10% of respondents do not know about HURA, and the largest number of respondents, 92% of them consider that the HURA’s work is useful. As the most important activities of HURA they cited professional competitions Effie, IdejaX, Young Lions (56%), Days of Communication (44%) and the Code of advertising and marketing communications of HURA (41%).
Izvor: Ipsos
