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(% of respondents)
Gesamtverband Kommunikationsagenturen GWA
Data is from the December 2016 Gesamtverband Kommunikationsagenturen GWA report titled "Agentur-Kunden-Beziehungen von Morgen." 462 respondents in Germany were surveyed during October 4-18, 2016. 301 respondents (65%) were from agencies, including CEOs/owners (46%), junior and senior employees (26%) and management (28%). 116 respondents (25%) were from companies, of which 12% were buyers responsible for agency selection/marketing purchases and 88% were marketing managers with positions including CEOs/owners who make decisions on matters of agency collaboration (5%), CMOs/marketing directors who make decisions on matters of agency collaboration (47%), department heads who have regular contact with agencies (24%) and junior/senior employees who have regular contact with agencies (25%). 45 respondents (10%) were outside actors, who were defined as not working on the agency-side or client-side and have an outside view of the subject (e.g., freelancer, consultant, interim manager or journalist). All respondents indicated their professional experience as fewer than 2 years (3%), 2-5 years (12%), 6-10 years (19%), 11-15 years (21%) and 16+ years (44%). The survey also included a qualitative phase of 30 interviews with marketing and agency decision-makers in Germany. Gesamtverband Kommunikationsagenturen GWA is an association of communications agencies in Germany.