This is the RSW/US 2024 Mid Year Progress Report (Agency and Marketer New Business Sentiments), a follow up to our January 2024 New Year Outlook Report, our most downloaded report to date.

This is something we haven’t done before, but with all the comments and feedback on the helpful nature of our January report, we thought a follow-up at the halfway point of the year would provide you with a valuable snapshot of where your fellow agencies, and importantly, marketers stand.

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better-qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

More about our advertising agency new business strategy and outsourced business development programs here.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights and breakdowns on key stats from this report.

(And to download this report, head down to the bottom of the page.)

About The RSW/US 2024 Mid Year Progress Report

We released our RSW/US 2024 New Year outlook Report in January of 2024, completed by senior level Marketers and Marketing Agency executives during November/December, 2023.

That report garnered attention from publications like Adweek (New Agency Business Expected to Rise in 2024) and Marketing Profs (The Business Outlook for Marketing Agencies in 2024) and helped set business development expectations for the coming year.

As we looked to the half point of the year, we decided to do a temperature check, if you will, with agency and marketing executives, to see how business has fared for both groups so far, how spending shook out, and where they expect spending to go in the back half of this year.

We surveyed senior level Marketers and Marketing Agency executives in June, 2024, and our hope is the key findings and implications from this study are of value as you work through the remainder of the year.

The agency sample came from the RSW/US database of over 6,000 marketing services, advertising and PR firms in the U.S. and Canada, ranging in size from under $3M in capitalized billings to over $75M.

The disciplines of each agency spanned full-service, digital, PR, and marketing consultancies, to name a few.

The marketer sample came from our RSW/AgencySearch database of 30,000 marketing decision maker contacts. Company size, location, and category varied.

This is the RSW/US 2023 Ad Agency New Business Report: Perspective On The Agency New Business Environment, 2023 and Beyond.

(Download your report at the bottom of this page)

We’ve fielded it since 2010 and present comparable data that is available across all previous editions, providing insight on trends in key areas over the past ten years.

This report is typically heavily downloaded because the answers come from our survey of your agency peers.

This year’s survey and the resulting RSW/US 2023 Agency New Business Report see ad agencies, marketing services firms, and PR firms continuing to struggle with obtaining new business, however, 2023 has also brought challenges in the form of slowing referrals, decreased budgets, and longer sales cycles.

It’s been a tough 2023 for agencies-it’s never been more important to have new business plans in place, especially as you prepare for 2024 and what will ideally be a stronger Q1. 

Our hope is the key findings and implications of our report provide value as you develop plans for the remainder of 2023 and into 2024. 

This study was commissioned by RSW/US. RSW/US is an outsourced lead generation/ business development firm that exclusively services marketing service firms (of all sizes and types), founded in 2005.

In 2010, RSW started RSW/AgencySearch.

The RSW/AgencySearch model is unique to the industry, with multiple searches managed for marketers across a range of different categories, helping them find better agencies.

The exposure to the agency and the marketer world has armed RSW/US with perspective unmatched in the industry and this perspective is woven throughout this, and every
survey report we release.

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If this is your first time here, RSW/US is an outsourced lead generation/business development firm that exclusively services ad agencies, PR firms, and marketing service firms (of all sizes and types).

We work with over 50 agencies across the U.S., operating as their outsourced sales and marketing team.

More about us here.

This is the RSW/US 2022 Ad Agency New Business Report: Perspective On The Agency New Business Environment, 2022 and Beyond.

(Download your report at the bottom of this page)

We’ve fielded this survey since 2010, and in this year’s edition we present comparable data that is available across all previous editions, providing insight on trends in key areas over the past ten years.

This report is typically heavily downloaded because the answers come from our survey of your agency peers.

This year’s survey and the resulting RSW/US 2022 Ad Agency New Business Report see ad agencies, marketing services firms, and PR firms in a different place in 2022;

with organic growth slowing and “new” new business tougher to get, agencies have some work to do.

Over 3,000 Agency executives nationwide had the opportunity to participate, and in fielding the survey, we wanted to discern how the challenges and dynamics of agency new business efforts have evolved as we came out of 2021 and progressed through 2022.

Our hope is the key findings and implications of the study presented in this report provide value as you develop your plans for the remainder of 2022 and into 2023.

———

If this is your first time here, RSW/US is an outsourced lead generation/business development firm that exclusively services ad agencies, PR firms, and marketing service firms (of all sizes and types).

We work with over 50 agencies across the U.S., operating as their outsourced sales and marketing team. and were founded in 2005.

More about us here.