2009 1/2 – Agency Outlook Report


The 2009½ Client-Agency Economic Outlook Survey was completed by 200 senior level Marketers (Clients) and 100 Marketing Services Executives (Agencies) during May, 2009. The purpose of the survey was to glean insights about how clients and agencies believed 2009 was going to close out, what impact the economy had on their business to-date, and what, if any, signs of positive life existed in the landscape today.

Our hope is that the following key findings and implications from this study can be of value to you as you make your decisions throughout the balance of this year and as you move into 2010.

The agency sample came from a database of marketing service companies ranging in size from under $5M in capitalized billings to over $50M.

The disciplines of each agency varied from full service advertising to marketing consultancy as shown in the breakdown below.

The client sample came from our RSW/US database of well over 15,000 client contacts. Client company size varied significantly. Some companies were very large ($1B+, like Ford, Abbott, and Kraft), others were mid-to small size players like Frisch’s, FLOR, and The Sports Authority.

In an attempt to add value and help you improve your own efforts as you work to close out 2009, we have prepared an overall executive summary for ease of reference and perspective/implications relative to some of the key results in the study.

If you would like to reproduce any of our findings in any format whatsoever, please give us a call (513-559-3101) or drop us a line. If you would like to discuss any of the information below, please feel free to reach out: mark@rswus.com.

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