Yesterday I found pleasure in letting the numbers do the talking. I ran a list I started in 2007 of favorite new shops up against trusted agencies we all grew up with.
| New Ad Agencies | Trusted Ad Agencies |
|---|
| 43,539 estimated daily visits | 90,360 estimated daily visits |
While there is plenty of room for improvement and US boutique shops must stay focused and intensify innovation and idea, the German market shows hardly any gap in interest between new versus trusted.| New Ad Agencies | Trusted Ad Agencies in Germany |
|---|
| 56,782 estimated daily visits | 62,667 estimated daily visits |
New advertising agencies versus trusted ad agencies
Every so often we gain insights when comparing apples to pears. It worked surprisingly well comparing international new boutique agencies with global networking agencies active in the German market (view German table). For the German market it would take less than 20 thousand more visitors per day to have the gap filled. This lends reason to believe that the interest we take in trusted networking agencies we grew up with is as great as the interest is in start ups or boutique shops i.e. New Advertising Agencies having been around for as little as a few months and less than 15 years.
| New Ad Agencies | Visitors per day* | Trusted Ad Agencies | Visitors per day* |
|---|
| Sapient Nitro | 213 | Ogilvy | 7,321 |
| Mother New York | 1,022 | Saatchi | 6,776 |
| Strawberry Frog | less than 10 | Doyle Dane Bernbach | 6,133 |
| Tequila | less than 10 | Young & Rubicam | 5,117 |
| Naked | 3,347 | Euro RSCG | 5,246 |
| anomali | 19 | McCann | 5,607 |
| Taxi | 607 | Wieden + Kennedy | 2,155 |
| IGA Worldwide | 754 | Bartle Bogle Hegarty | 3,815 |
| Mr. Youth | 5,051 | J. Walter Thompson | 6,629 |
| imc² | 8,016 | Crispin Porter Bugovsky | 3,815 |
| vccp | 146 | TWBA | 6,101 |
| Perfect Fools | 3,913 | Grey | 5,905 |
| T3 Think Tank | 1,363 | Wunderman | 6,259 |
| We are social | 7,984 | Publicis | 3,432 |
| Mullen | 3,743 | BBDO | 4,738 |
| Barbarian Group | 6,654 | Fallon | 4,866 |
| gh | 697 | Leo Burnett | 6,445 |
* Visitor stats revealed by Statbrain. Nov 9 09
It helps to know that outlier Hugh McLeod, with his cartoons drawn on the back of business cards, is happy to welcome 9,994 visitors per day at Gaping Void. You good sir can depend on your social network more than any of the network agencies.
To fully understand how ‘social’ determines success or failure, read the story of success. Malcolm Gladwell Outliers.
- Sapient.com has 7,735 viewers per day, Nitrogroup.com adds 664
- anomali are making it hard on themselves
- RIA is not such good an idea unless it supports social interaction
- Why not make use of WordPress for your credentials site?
- What’s with you strawberry frog, Tequila?
- We are social defines social charmingly in the Queen’s English
Advertisers must now reach an understanding of 3 core components and how they interact when choosing an agency for their marketing issues.
- Good old in-your-face advertising
- unsurpassed immediacy of digital marketing
- both combined with ‘social’ at their core