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3 quick questions

‘A humble and learning attitude is the best prerequisite‘

2019-01-04

Three quick questions to Pia Grahn, CEO of Regi Research and Analysis, which organises the award Årets Byrå (Agency of the Year), the largest sector and client study of its kind.

Every year Regi collects nearly 5,000 evaluations from Scandinavia’s largest buyers of communication services, who are surveyed and interviewed about what they think of their agencies. What do you do with all this information?

– The Agency of the Year study is unique. In addition to crowning the year’s winners in a number of categories, we examine and analyse the whole of the Scandinavian sector. We compile insights and trends in a comprehensive study that we present and give talks on throughout Scandinavia, all to develop and inspire.

The first study was in 2000. How have the communication industries and the clients’ demands on the agencies changed over these nineteen years? And what development trends do you see in your crystal ball?

– Our Client Satisfaction Index is today based on thirteen questions – the same ones for all the agencies in all the countries. Some focus on the agency’s knowledge and skills, such as strategic competence and creativity, others on the agency’s culture and mindset, such as commitment and proactivity, and the third set on ‘orderly aspects’, such as administrative routines. All three components are important for a successful collaboration. At the moment clients are increasingly asking for digital and technical skills from their agencies; this is a clear trend.

New Republic has been named PR Agency of the Year for the third year running. What is your best advice for defending our crown also in 2020?

– Many congratulations! You have done a phenomenal job with your clients. You also actively draw on your agency-specific report and the comments your clients have given you. Keep on doing that. The best tip is to continue to have a humble and learning, attentive attitude to this; the desire and determination to look after one’s clients are the best prerequisites for winning next year too.

Pia Grahn was interviewed by Samuel Lakén, researcher at New Republic. ‘Three Quick Questions…’ is a series of interviews conducted by New Republic.

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