During the summer of 2015 sixteen major advertisers had put their accounts in review looking for a new media agency. $30 billion was at stake and the agencies were hard pressed to handle all that new business activity. By mid-winter, the crisis had passed. Now a recent survey conducted by Advertiser Perception concluded that approximately two-thirds of advertisers plan to review their agencies in the next year. The study canvassed 90% of the top 100 U.S. advertisers, so once again the action was in the big leagues and related to all types of agencies.
Three Smart Ways to Manage Agency Search and Selection
