The 2018 RSW/US New Year Outlook survey was completed by 145 senior level Marketers and 115 Marketing Agency executives during December, 2017.
The purpose of the survey was to glean insights relative to marketer and agency perspective as they each headed into 2018.
Topics explored included “biggest challenges facing marketing agencies” as seen through the eyes of marketers and agencies.
Also probed were topics related to spending and investment expectations, the growth of specialty agencies, the importance of measuring ROI (which marketers and agencies don’t necessarily see eye-to-eye on), and the ever increasing importance of data and analytics.
Our hope is the key findings and implications from this study are of value as you kick your marketing and sales planning into gear for 2018.
The agency sample came from the RSW/AgencySearch database of over 5,000 marketing service companies in the U.S. and Canada ranging in size from under $5M in capitalized billings to over $100M. The disciplines of each Agency varied from full service advertising, to digital, to PR, to marketing consultancies.
The marketer sample came from our RSW/US database of 50,000 marketing decision maker contacts. Company size, location, and category varied.