The Business Outlook for Marketing Agencies in 2024

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Most marketing agencies expect business to be better in 2024 than in 2023, according to recent research from RSW/US.

The report was based on data from a survey of 155 professionals who work for marketing services, advertising, and PR firms in the US and Canada.

Some 56% of respondents say their firm expects some improvement in business this year; 23% say their firm expects business to be significantly better.

Some 70% of respondents say they do not expect their clients to change the amount of agency-like work handled in-house this year, 15% expect their clients to move more agency-like work in-house, and 15% expect their clients to outsource more agency-like work.

Professionals who work for marketing agencies expect AI-powered personalization to be the most impactful industry trend in 2024.

 

About the research: The report was based on data from a survey of 155 professionals who work for marketing services, advertising and PR firms in the US and Canada.

Published on January 31, 2024

Source: MarketingProfs

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