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Quantitative Research - Post Pitch Survey

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Quantitative Research - Post Pitch Survey

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Quantitative Research - Post Pitch Survey

  1. 1. www.ddresearch.ro EXECUTIVE SUMMARY Quantitative Research Report Post Pitch Survey Year One 2016 Prepared for: © D&D Research 2016
  2. 2. 2 www.ddresearch.ro INTRODUCTION AIM The core objective of the Post Pitch Survey System (PPSS) is to review perceptions of pitches that UAPR member agencies are involved in and to identify which aspects of the pitch process are being performed well / which need to be improved. The focus is exclusively placed on the process and its dimensions and not on specific parties involved – agencies and / or clients. METHOD The PPSS consists of an online portal with selective controlled access. Access to the survey is by invitation only, based on username and access. The portal hosts an online self-applied questionnaire (CAWI). Full data confidentiality is ensured by the research company in accordance with the ESOMAR codes and guidelines. PARTICIPANTS Relevant data incumbents from advertising companies involved with UAPR. More participants from each company are allowed. At the moment, there are 52 companies registered in the PPSS system adding up to a total number of 74 individuals. Most of these individuals have high level positions within their organizations – e.g. managing partners, account managers, new business directors etc. DATA A total number of 17 companies (33% of total number registered) have been involved in the Pitch assessment process during 2016. An average number of 3 pitch evaluations per participant company were conducted. A total number of 57 valid data sets was used to conduct analysis and build the present report.
  3. 3. 3 www.ddresearch.ro 01 SUMMARY: RO SNAPSHOT *N=57 **Net composite score (all positive ratings - all negative ratings) 02 RO-UK COMPARISON *N=57 **Net composite score (all positive ratings - all negative ratings) 57.89 17.54 40.35 43.86 8.77 8.77 -22.81 56.14 -19.30 24.56 -10.53 -24.56 -14.04 12.28 The business opportunity was clear from the outset The RFI was clear and concise The RFI allowed agencies to differentiate their offering The client brief was well articulated The client’s requirement of the pitch was clear The client’s budget was clear upfront It was clear how many other agencies were involved in the pitch Any interim meetings were well handled Feedback from interim meetings was clearly actionable There was adequate access to key stakeholders Key stakeholders were involved throughout the pitch process Timeframes and deadlines were agreed, set and kept There was no doubt regarding the decision process and the… Appropriate feedback on agency performance was given at the… -100.00 -50.00 0.00 50.00 100.00 PCT Points RO 57.89 17.54 40.35 43.86 8.77 8.77 -22.81 56.14 -19.30 24.56 -10.53 -24.56 -14.04 12.28 75.2 54.4 53.3 39.6 45.5 24.8 37.1 58.5 46.9 30.0 44.5 54.3 31.0 46.2 The business opportunity was clear from the outset The RFI was clear and concise The RFI allowed agencies to differentiate their offering The client brief was well articulated The client’s requirement of the pitch was clear The client’s budget was clear upfront It was clear how many other agencies were involved in the pitch Any interim meetings were well handled Feedback from interim meetings was clearly actionable There was adequate access to key stakeholders Key stakeholders were involved throughout the pitch process Timeframes and deadlines were agreed, set and kept There was no doubt regarding the decision process and the… Appropriate feedback on agency performance was given at the… -100.00 -50.00 0.00 50.00 100.00 PCT Points RO PCT Points UK
  4. 4. 4 www.ddresearch.ro CONCLUSIONS To have a standardized image of the scores we have computed a score called net composite score (=all positive ratings - all negative ratings) for all dimensions; this score ranges from -100 to +100. Positive values that indicate areas which are considered ”good” by the agencies: Clarity of business opportunity has the highest value: 57.89; Handling of interim meetings also has a high value: 56.14; Articulation of client brief also has a high value: 43.86; Provision of a brief that allowed agencies to differentiate their offerings also has a high value: 40.35. Negative values that indicate areas that would benefit from urgent and significant improvement: Timeframes being agreed and kept has the most negative value: -24.56; Number of agencies involved in the pitch also has a high negative value: -22.81; Provision of actionable feedback from interim meetings also has a negative value: -19.30; Clarity of the decision process and the decision maker(s) from interim meetings also has a negative value: -14.04. Overall comparisons of the net composite scores between Romania 2016 and UK 2013 show a clear gap between most of the 14 dimensions’ measures with Romania visibly positioned on the negative side. RECOMMENDATIONS ON DATA COLLECTION We consider the participant rate to be satisfactory given the fact that this was the start-up year of the project. Very interesting conclusions may be drawn from the general statistics. However, if more in-depth analysis is to be conducted in the future, the project needs more involvement from the companies. More companies need to be actively involved in assessing the pitch processes. The number of assessments should at least double.
  5. 5. www.ddresearch.ro Thank you! For more information, boos or huzzas please contact: vlad.tureanu@ddresearch.ro cosmin.peleasa@ddresearch.ro © D&D Research 2016

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