Survey: Advertisers cutting agency rosters
October 9, 2012
The rigors of the recession have prompted many U.S. brands to slash the number of agencies they use in their advertising, and they may not be done yet.
That’s according to a new poll from marketing consulting company Avidan Strategies, which found that 51 percent of brands surveyed had reduced the number of agencies that they used during the three-year period.
They’re looking to consolidate further, too. Forty-four percent said that their agency roster was still too large and that they intend to cut it down in the coming months.
Asked to further define what they want to cut, 69 percent of those who intend to make changes in the coming months said they will reduce the number of digital agencies they use, while 48 percent said creative agencies.
Fifty-five percent cited accountability as a reason for the changes, and 71 percent said that’s the area where agencies need the greatest improvement.
Advertisers are also frustrated by the lack of ability of agencies to deliver a comprehensive integrated communication effort, with more than half citing that as a problem.
But advertisers don’t fault their agencies for every shortcoming. They also admit that they need to do a better job preparing briefs and providing better training for those working with the agency.
Another Thursday night of football preemptions
The new king of late night indeed
Sports’ sudden superstar: Mo’ne Davis
Dallas: Cowboys kick up TV spending
‘Intruders,’ eerie at a measured pace
Tell us, what’s your take on automated buying?
Best tube bets this weekend
TNT nabs rights to ‘Hunger Games’ and ‘Divergent’
Cable overnights: FNC snaps CNN win streak
Amazon’s drones are coming! (In India, not U.S.)
Now on music sharing site SoundCloud, advertising
Lawsuit claims People is biased against blacks
‘Big Brother’ lifts CBS to Wednesday win
- Neil Munn rises to global CEO at BBH
- Kim Heneghan joins and Kim Castro rises at U.S. News & World Report
- Patty Adams Martinez, Busra Erkara and Mickey Stanley join Nylon
- Kevin Frazier becomes co-host at 'Entertainment Tonight'
- Rachel Brosnahan joins CBS's 'The Dovekeepers'
- Eva Longoria guesting on Fox's 'Brooklyn Nine-Nine'
- Megan Mullally and Natalie Morales guesting on 'Parks and Recreation'
- Tony Shalhoub joins the cast of Showtime's 'Nurse Jackie'
- Emmy-winning animator Liz Holzman dies at age 61
This week’s cable ratings
This week’s broadcast ratings
This month’s new media traffic data
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Media planner/buyer opening in Detroit
Senior media planner/buyer job in Phoenix
Opening for an associate media director in SF
Media buyer opening in Milwaukee
Manager of media planning job in Dallas