RSW/US recently celebrated its 10th Anniversary. Since our inception, we’ve been conducting annual surveys that produce insights on Advertising/Marketing industry trends and how they impact Marketer/Agency Relationships.
One thing is certain with each annual survey: something new is always emerging. Over the years, those “new things” seem to come faster and faster.
The 2016 RSW/US New Year Outlook survey was completed by 165 senior level Marketers and 115 Marketing Agency executives during December, 2015.
Topics explored included “troubling trends”, spending expectations, the consolidation of agency rosters, the expansion of project work, the role of Procurement in the Agency selection process, media vendor rebates, and more.
As in the past, Adweek contributed questions which were included in both the marketer and the agency survey.
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 2016.