New-Business: AAR's new-business tables show poor pitch conversion

While Campaign's new-business tables are a tally of which agencies are winning the biggest, juiciest accounts, the AAR has just released its own analysis of agencies' new-business machines (page 4). Among other measures, the AAR has compiled a table based on which agencies actually won the most accounts, regardless of the value of the business.

As a testament to the most prolific new-business departments in London and an indication of which agencies spent much of the past year in pitch mode, it makes for an interesting read.

Three agencies - Delaney Lund Knox Warren & Partners, J. Walter Thompson and TBWA\London - share the top slot, with each picking up 12 pieces of new business during the year. Interestingly, none of them had a pitch conversion rate above 55 per cent, though the average conversion rate across the spectrum was only 25 per cent and only three out of the top-ten agencies made it into the list.

What the AAR's figures do is to set a benchmark for the coming year. The pressure will certainly be on to improve those conversion rates.


Rank Agency Wins

1= DLKW & Partners 12

1= J. Walter Thompson 12

1= TBWA\London 12

4= Fallon 9

4= WCRS 9

6= Clemmow Hornby Inge 8

6= M&C Saatchi 8

6= McCann Erickson 8

6= VCCP 8

10 Leagas Delaney 7

Source: AAR.