RSW/US 2023 Ad Agency New Business Report

RSW/US 2023 Ad Agency New Business Report

This is the RSW/US 2023 Ad Agency New Business Report: Perspective On The Agency New Business Environment, 2023 and Beyond.

(Download your report at the bottom of this page)

We’ve fielded it since 2010 and present comparable data that is available across all previous editions, providing insight on trends in key areas over the past ten years.

This report is typically heavily downloaded because the answers come from our survey of your agency peers.

This year’s survey and the resulting RSW/US 2023 Agency New Business Report see ad agencies, marketing services firms, and PR firms continuing to struggle with obtaining new business, however, 2023 has also brought challenges in the form of slowing referrals, decreased budgets, and longer sales cycles.

It’s been a tough 2023 for agencies-it’s never been more important to have new business plans in place, especially as you prepare for 2024 and what will ideally be a stronger Q1. 

Our hope is the key findings and implications of our report provide value as you develop plans for the remainder of 2023 and into 2024. 

RSW/US 2023 Ad Agency New Business Report

This study was commissioned by RSW/US. RSW/US is an outsourced lead generation/ business development firm that exclusively services marketing service firms (of all sizes and types), founded in 2005.

In 2010, RSW started RSW/AgencySearch.

The RSW/AgencySearch model is unique to the industry, with multiple searches managed for marketers across a range of different categories, helping them find better agencies.

The exposure to the agency and the marketer world has armed RSW/US with perspective unmatched in the industry and this perspective is woven throughout this, and every
survey report we release.


If this is your first time here, RSW/US is an outsourced lead generation/business development firm that exclusively services ad agencies, PR firms, and marketing service firms (of all sizes and types).

We work with over 50 agencies across the U.S., operating as their outsourced sales and marketing team.

More about us here.

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