Research done by B.done presents the average cost of a competition process in Brazil
R$160.7 thousand is the average cost for brands and agencies that participate in a competition process in Brazil. A survey, carried out by B.done, identified that national brands spend, on average, R$31.1 thousand on each new competition, while the average cost of this work by agencies is R$32.4 thousand.
The final average cost takes into account one brand and four agencies in the dispute – the usual number in the market.
To arrive at the results, the company listened to the history of 100 Brazilian brands and agencies that participated in competitions between January and August 2023.
The study only took into account the values related to the working hours of the professionals involved in the process from analysts to leaders, based on their respective salaries.
Number of competitions
Another important piece of data from the research reveals that each agency participates, on average, in 12 competitions per year. Therefore, companies in the sector allocate approximately R$390,000 of their annual revenue to such disputes.
According to Ch Morandi, CEO and founder of B.done, the cost requires agencies to find mechanisms that make participation in competitions more strategic.
For each agency that closes a contract, at least three others are left waiting for ships. This means that the entire amount invested in the operation ends up going down the drain. A good solution for agencies could be the inclusion of intermediaries capable of connecting with brands that are interested in their services and market attributes, he explains.
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