Your analysis looking at the appointment of three more regional agencies to the COI roster was correct in its assertion that the emerging strength of out-of-London agencies is “gaining a head of steam” (MW September 1).
The Marketing Communications Consultants Association’s (MCCA) 2005 Charge-out Rate Survey, released in June, highlighted that the perceived view of regional agencies being the “poor relations” of London agencies is no longer applicable, as the gap in charge-out rates has closed.
At managing director/partner level, regional agencies were charging an average hourly rate that was 14 per cent higher than their London counterparts. Even at board and account director level, regional agencies were shown to be charging at slightly higher rates than their London equivalents. There is no question that regional agencies are competing with their London rivals on all levels – creative, planning, media and every other full-service agency function.
Marketing Communication Consultants Association