16 Agency Business Development Tools You Need to Thrive in 2019

And as Mark Kelly points out on Smart Insights, the ultra-competitive nature of the modern agency landscape means that you can’t ignore new business development. When you’re competing against not just your local agencies but shops sitting halfway across the world (who can undercut you on price), you have to be proactive in your search for new business.

Which is why all but 14% of agencies say that new business is a “vital” area of focus for them.

To make new business easier, you need agency business development tools. There has been a steady rise in the number of agencies using such tools. For instance, an RSW/US survey found that the percentage of agency execs using list building software increased from 45% in 2015 to 69% in 2018.

 

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Agencies’ New Business Worries Spike

More than half (52%) of both marketers and marketing agencies are expecting to see marketing spend increase somewhat or significantly in 2019. But for marketers, this percentage is lower than last year’s 60%, according to recent survey data [download page] from RSW/US.

It may be due to this slight decrease in marketers’ confidence regarding spending – among other factors – that agencies increasingly believe that winning new business will become more difficult. More than half (56%) of the 115 US and Canadian agencies executive surveyed said they believe that generating new business will be either somewhat or a lot harder in 2019 than it was in 2018. This is the lowest confidence in winning new business agencies this decade (looking at bi-annual reports).

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Nearly 70% of marketers to use Instagram in 2018

Meanwhile, LinkedIn ranks as the top social media platform used by U.S. ad agencies for marketing purposes, as it’s used by 89% of 300 marketing and advertising agency executives surveyed earlier this year for the RSW/US-Mirren New Business Tools Report 2018. Facebook and Twitter will be used by 78% and 75%, respectively.

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How Many Marketers Use Snapchat and Instagram in the US?

Another factor driving strong marketer usage of Instagram is its close ties with Facebook, particularly when it comes to advertising. When making an ad buy on Facebook, marketers can simply check a box to add Instagram feed ads or Stories ads as additional placements.

In a March 2018 survey of 300 US senior agency executives by RSW/US and Mirren, 66% of those polled said they use Instagram, and 36% said they use Snapchat.

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3 Ways to Steer the Right Creative Talent Toward Your Business

In fact, a 2017 survey conducted by RSW/US revealed that traditional agencies are seeing fewer client referrals than ever before, which Adweek attributes to an increase in brands forming their own in-house teams. For highly qualified creatives, this transition in agency structure provides an abundance of opportunities.

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Agencies see change ahead as clients take more marketing in-house

As brands continue to bring marketing capabilities in-house, agencies have no choice but to adjust.

Brands like Procter & Gamble, Unilever and United Airlines are bulking up their in-house capabilities, and others are following suit. “We are now seizing back control,” P&G marketing chief Marc Pritchard declared recently. The outcome of the move could be disastrous to agencies’ bottom lines. WPP Group’s share price, for instance, is down 14 percent from the start of the year.

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RSW/US’s New Year Outlook survey found that marketers are increasingly taking work in-house and seeking out specialty shops.

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Marketers and Agencies Are Struggling to Find Top Talent, Even as Spending Increases

Survey reveals more advertisers seeking out specialty shops. While marketing budgets continue to grow, agencies and marketers both say finding top talent remains a problem.

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The Ever-Changing Face of Advertising…Changes Yet Again

Today, more so than years past, marketers are looking to fill voids left by specialty agency talent in their roster shops at what could be considered an alarming pace.

In 2013, only 47% of marketers stated they were looking for “specialty agencies”. At the end of last year, 71% of marketers in our survey said they needed help from specialty firms.

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