At the same time, the number of agencies used by corporations on an ongoing or project basis continues to increase. This is likely the result of a need for specialized and/or regionally focused agency services.Initially, this finding surprised me, but maybe it shouldn't. Specialisation, whether by industry sector, marcomms capability or demographic segment, has undoubtedly become more important. Yet I wonder if this same finding would hold beyond the US, because it is rare to see companies abandoning the AOR model for project relationships, where global or multi-market activity is concerned. As always, I'd be interested in hearing readers' views on this. The study is full of other good stuff, concluding that while overall budgets are mostly up, compared to two years ago, more than half of respondents do not expect an increase next year. Measurement also continues to rise incrementally, to nine percent of total budget compared to four percent in 2010. And marketing/product PR, according to the survey, is in a "state of decline", thanks - USC believes - to an increasing reliance on social media. That, of course, does not necessarily equate to a downward spiral for digitally-savvy consumer firms.
The Innovation SABRE Awards - North America 2017
Extended deadline November 7 - don't miss out!