2014 Agency Survey

18th September 2014

Here at Clearcast, we believe strongly in listening to what you have to say about how well we’re providing the services we offer. Our core service continues to be approving your ads on behalf of the UK’s six major broadcasters and most of the survey questions are centred around this activity, but it’s also useful for us to understand your awareness and perceptions of our other services too.

 

The agency survey, which we launched back in 2009, is one channel  we use to see how we’re doing and identify areas where there’s room for improvement.  Thanks to those who took the time to complete the survey – your responses are certainly valuable to us and really do help us make improvements where they’re needed.

 

Below are this year’s headlines; we’ve achieved lots of “best ever” scores, which is great to see but also, as in previous years, identified areas where we’d like to improve.

 

We saw a record proportion in the number of you who feel we serve you very well or quite well: 78%, up from 74% in 2012 (the last survey) with the proportion saying “very well” at its highest yet at 30%. This figure has been improving steadily since 2009.

 

As many as 71% of you (the largest number yet) said your experience of working with us is good or excellent and we also saw the highest ever proportion saying “excellent” at 23%.

 

It’s great to see our training programme is so well known in the industry, but not surprising after five fantastic years which has seen well over a thousand of you walk through our doors for a session. A healthy 78% of you said you are aware of the popular CPD courses for agencies, advertisers and broadcasters. Of those attending, an impressive 84% said the courses were good or very good.

 

It looks like we need to do a bit more to make you aware of our other services like our International Ad Compliance Training videos and our Copy Development service, so  do check them out here on our website if you can.

 

The survey showed us some of you haven’t been fully satisfied with the way your work is covered when your usual Clearcast contact is away. Please do check out the article on p17 of our Autumn 2014 Newsletter, which talks you through how and why we do things the way we do in respect to cover.

 

In an industry with ever shortening deadlines, we know how important turnaround times are to you. Despite increasing volumes, we have maintained satisfaction with our turnaround times at 57% saying good or excellent. We’re always looking for ways to improve our turnaround times, within the constraints of doing the job we are here to do properly. Last year we increased our SLA targets and we continue to achieve these (see p20 of our Newsletter for our mid-year results). Encouragingly a record (23%) told us you thought our turnaround times were excellent.

 

Below are some great comments about our turnaround times:

 

“Despite the fact that Clearcast seem to turn around more ads than ever, the process seems to be getting speedier.”

 

“We sometimes have to act quite quickly on campaigns at short notice and the teams have worked brilliantly in helping us achieve this.”

 

The percentage of you who are unhappy with turnaround times has dramatically reduced year on year (36% in 2009, 25% in 2010, 21% in 2011, 20% in 2012 and 18% in 2014)and we will continue to try to bring this down.

 

We’ve seen a significant increase in the amount of you who “strongly agree” we deliver our values which are Respect, Expert, Just & Fair, Consistent and Solutions-Oriented. Over 80% of you say we deliver (very or quite well) on Respect and Expertise and nearly three quarters rate us as Just and Fair. Consistency has been previously identified as an area of further development and as a result perceptions of consistency have improved to 69% now saying we deliver on this. We’ll continue to work to improve the consistency of our service as well as being seen as solutions orientated (66%).

 

One major thing we’ve been really keen to do over the last few years is to clearly convey our role in the industry. It’s important to us that we’re not viewed as the regulator…because we’re not; that’s Ofcom and the ASA’s job. So we were really pleased that this year, for the first time, a greater proportion of you agreed that our role is to work with agencies to get advertising to air rather than regulate advertising or provide consumer protection.

 

Thanks once again to all of you who responded, let’s hope we give you reason to score us even higher next time.

 

 

Ellie Powell, Communications Executive