Fairley & Associates Gabriele Skelton On Pointe


The research was carried out online between 15-24 October 2009 by Fairley & Associates, working in collaboration with Gabriele Skelton and On Pointe Marketing.

567 of a possible 4746 people invited to participate did so (12%).

The majority of questions were statements where respondents were asked for their point of view on how important an attribute is to them personally (very important, quite important, not important, not sure) and how well the agency they work for currently or most recently is performing in relation to each of the attributes (very well, quite well, not well, not sure).

We calculated the 'delivery gap', defined as the difference between an attribute's level of personal importance versus the respondent's perception of how well the agency performs against it.

About the participants

Management function: 19.2% are on the executive team, 40% are director level, 25.6% managers, 3% coordinators, 3.2% assistants and the remaining 9% describe themselves as 'other'.

Role: 45.9% are designers, 8.3% strategists, 13.9% work in account management, 8.3% in production, 7.2% new business/marketing, 5.8% human resources, with 10.6% classing their roles as being in other parts of their organisation.

Employment status: 94.6% of respondents are permanent employees; 5% are freelancers and 0.4% currently not working.

Length of service: 46.3% of participants have been with their employers for more than five years; 8.5% less than five years; 13.2% less than less than four years; 13% less than three years; 10.5% less than two years; 8.6% for less than a year.

Location: 97.5% are UK based; 1.1% work in mainland Europe; 1.4% in the rest of the world. For the purposes of analysis we used only the responses of those based in the UK.

Age: the majority of respondents were aged 30-50 (42.9% aged 30-39 and 36% 40-49), 7.6% are 18-29 years old, 12.3% 50-59, 1.3% over 60.

Gender: three-fifths of the sample were male (61.5%) and two-fifths female (38.5%).