Årets Byrå (Agency of the Year) is a trade study focusing on the evaluation of Client-Agency relations. The project has been run in Sweden since the year 2000, including 180 agencies in different categories (Advertising, Branding/Design, Brand Experience, Content, Digital, Media, and PR). The project is run in Norway since 2015 and in Finland since 2016.

The trade study comprises appr. 45 questions. The core is a Client Satisfaction Index (CSI), including the following criteria:

– Knowledge of communication- and media channels
– Brand related knowledge
– Digital competence
– Knowledge of your market
– Knowledge of your end-clients/target groups?
– Strategic competence
– Creativity
– Project management
– Main person of contact (account manager)
– Commitment
– Administrative routines
– Goals and measurement
– Evaluations
– Delivery precision
– Business advantage
– Value for money

The CSI-index is categorized and the agencies that have the best overall scores are nominated for the annual award, presented at a trade-event.

In addition to the above, discipline specific questions are included, along with questions on agency selection/retention, positioning, and more.


All agencies included in the trade study must have received a minimum of 8 evaluations, submitted by clients that have retained the agency’s services during the past 12 months. Client are exclusively end clients (i.e. no other consultancies), pro-bono work or similar.

The respondent base is made up of two main sources:

– a selection of the largest companies and organizations and marketing/media buyers
– supplemental client lists from the agencies that chose to actively participate

Evaluations are conducted by means of a web-survey and completed by means of telephone interviews. Great focus lies in collecting as much qualitative data and commentary as possible, as this is very valuable for the agencies that chose to purchase a report based on the results of the trade study. There are no mandatory obligations or costs for the agencies, we however strongly recommend the purchase of a report as the information included is of great value for the agencies in actively working with quality assurance and business development.

Additional research:

Respondents partaking in the study are offered a summary of the trade study, highlighting the most important findings. A parallel study focusing on future issues and challenges for the communications industry is also conducted, along with a stand-alone Agency Manager survey focusing on sustainability in business and the ongoing shift in technology and what this may entail for the trade in general.

Please contact pia.grahn(at)regi.se if you have any questions regarding the project!