C4 and Carlton come top in agency survey

Agencies and clients consider sales teams’ product knowledge to be more important than their ability to be innovative or to offer a broad range of services, according to a survey conducted for Carlton Communications.

Agencies and clients consider sales teams’ product knowledge to be

more important than their ability to be innovative or to offer a broad

range of services, according to a survey conducted for Carlton

Communications.



Carlton commissioned research company HPI to question 150 agency

planners and buyers and 50 clients on the quality of ad sales teams at

ten major media owners: Granada, Channel 5, IPC, Sky, Capital, TSMS,

News International, Flextech, Carlton and Channel 4.



The buyers and clients, who were chosen at random from ALF, signalled

clearly that what they wanted from media sales teams was ’good knowledge

of their own products and services’, with 79 per cent saying they

considered this very important.



They said a good knowledge of the markets was almost equally important

(77 per cent rated this very important), while ’ability to deliver

agreements effectively’ (74 per cent) and responsiveness (68 per cent)

also figured highly. Innovation (17 per cent) and ’breadth of media

activities’ (6 per cent) were not considered crucial by many of the

respondents.



When the planner/buyers and clients were asked which companies had the

best product knowledge, 67 per cent mentioned Channel 4, placing it top

in this category. The broadcaster’s sales team, headed by commercial

director Andy Barnes, was just ahead of Carlton, Capital Radio and

Sky.



The same companies came out on top in terms of ’knowing their market’,

but Carlton took the top spot (63 per cent), with Channel 4 just pipping

Capital to second place.



In terms of responsiveness and helpfulness, Channel 4 again received the

most mentions from the agencies and clients, with Capital Radio second

and Carlton third.



Steve Platt, managing director of Carlton Media Sales, said: ’The fact

we did well on delivering deals, reliability and on our strong

relationships with agencies endorses our professional reputation in the

market.’



Fran Cassidy, marketing director, sales, at Carlton Media Sales, said:

’It’s encouraging to see how the market feels. Carlton Screen

Advertising also scored well considering the size of its team. The only

score that surprised me was our low responsiveness compared with Channel

4.’



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