Roughly 7 in 10 agencies believe that the number of new business opportunities this year will increase relative to last year, a step up from 60% who responded that way last year, according to survey results from RSW/US. Those opportunities won’t come without competition, though – and as a result, the vast majority of agencies will get much (47.9%) or somewhat (38%) more aggressive in their approach to winning new business.
That will be necessary, as more than 6 in 10 agencies are finding themselves in more situations where they are being evaluated alongside multiple other agencies for a marketer’s business. Marketers agree, though not to the same extent: 43% say they are in more situations than in the past 3-4 years where multiple agencies are being considered for their business. Read the rest at MarketingCharts.
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