The Role of the Incumbent Agency in Winning New Business

This chapter discusses a study that reveals interesting findings about the role of the incumbent agency in winning new business. The study shows that the incumbent agency wins 66% of the time, but 25% of the time, they refuse to defend the account. When the incumbent agency does participate, they win 88% of the time. This means that if a non-incumbent agency is competing against an incumbent agency, their odds of winning are really low, around 4% in a scenario with three agencies.