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.
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