A well-considered and well-founded advice is the most important thing for agency clients
A cross-industry study by BBDO Consulting shows that the majority of clients currently want to maintain their marketing budget. “However, we are observing that companies are increasingly making marketing decisions in the executive suite,” explains Anton Hildmann, Germany boss of the BBDO Group, at the annual press conference today.
In 2008 BBDO Germany was able to increase its sales (gross income) by two percent compared to the previous year, despite the onset of the economic crisis. “Even if I won’t forecast any figures for the current financial year, I see the group as well positioned for future challenges,” Hildmann sums up with a view to the group’s resilience to crises.
Last year the agency network was part of the repositioning “BBDO. The Brand Leaders “moved closer together. The step of establishing eight managing directors and 50 other top consultants at senior executive level as contact and sparring partners for upper management on the client side should help to network the competence of the individual agencies more closely.
“We feel that well-considered and well-founded advice is the most important thing for our customers,” explains Hildmann in view of the depth and speed of the emerging economic crisis. “Anyone who wants to be taken seriously as an agency in this context must offer advice on an equal footing,” he describes the currently appropriate support for decision-makers. The increasing cost pressure, the threat to sales and profitability as well as the decline in the economy with the accompanying decline in purchasing power are the greatest challenges from a company’s point of view.
The fact that he was able to observe 20 pitches in the seven-digit range and over in 2008, and 19 in the current year alone, shows him movement in the industry again. The BBDO is involved in 13 of the pitches this year, three have already been won, seven are still open. “We want to be there at every relevant pitch. And we want to get to the final, ”said the BBDO head of Germany, setting the course for the agency group.
BBDO Germany networks the entire communication know-how: Consulting, advertising agencies for brand management, branded entertainment, multichannel and new media, public relations, sales promotion and channel marketing, media, sales / outsourcing, sponsoring, events and corporate identity.