LONDON, UK—The annual Intelligent New Business Survey 2009, created by London-based Rainmaker Consulting, has revealed the answers to top questions design agencies wanted to know about highly targeted brands. Nearly 100 senior decision makers at companies such as Adidas, BMW, British Airways and Mastercard gave their views on the state of the design marketplace.

When asked about an agency’s approach strategy, 71 per cent of participants say that agencies often oversell themselves. Some of the most annoying approaches, according to respondents, include cold calls and untailored emails or letters – companies are looking for a thoughtful, personalized approach.

“I absolutely hate a blatant sales pitch,” says one anonymous participant, the head of marketing in a retail business. “I’m only interested in cold calls from agencies who can demonstrate that they understand my business well.”

In another aspect of the survey, brands were split 50/50 on whether they prefer generalist or specialist agencies. The survey explains that it’s useless trying to be all things to all people but understanding a company’s brand is important. When it comes to good pitches, responses were varied but the most common things companies look for are sector experience (13 per cent), cost (12 per cent) and quality of work (12 per cent).

“Develop a strong articulation of your value proposition – show how your approach adds value to a client’s marketing,” the survey says in its conclusion.

Based on responses to the survey, its creators came up with some overall advice, much of which boils down to honesty and proving your agency can provide a solid ROI. To read the full survey, go to: www.rain-maker.co.uk/upload/intelligent_new_business_survey_2009