Agencies are increasingly being compensated on a fee rather than commission basis, a shift that first took place in the mid-90s and appears to show no signs of slowing.
Marketers rank strategic insights as their most important criterion when reviewing new agencies.
About 3 in 4 marketers think that it’s somewhat (47%) or very (31%) important that the agency they hire specializes in their industry.
91.9% of agencies say they’re tapping social media for their clients’ campaigns.
Email was marketers preferred method of contact with a new ad agency, with an overwhelming 76.8% of marketers indicating this.
More than three-quarters of US agencies reported that their most frequent business opportunities were digital, with another 52.6% citing social media specifically.
The onslaught of political advertising has left many non-political media buyers deciding to take a back seat until after the election.
Creative excellence ranks further down the list of attributes, behind agency efficiency and effectiveness.