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.
Fox’s ‘So You Think You Can Dance’ rebounds
Suddenly scripted series are the rage
Why TV is relying less on advertising
‘Houdini,’ here’s something to get out of
Tell us, what’s your take on automated buying?
Best tube bets this weekend
Little League World Series hits a home run
OOH spending grows, but more slowly
Cable overnights: ‘Chelsea’ goes out with a bang
NBC News president ruffles employees’ feathers
NBC wins Tuesday with growing reality shows
Fox head of sales Jean Rossi is leaving
Forecast: A good but not great 2014
- Colin Barlow rises to COO at GroupM Global
- Three rise in production and development at TLC
- Jonathan Stern becomes head of business development at Fusion
- Hunter Lewis becomes editor at Cooking Light
- Christian Baesler becomes president at Bauer Xcel Media
- Kent Ebersole becomes VP and GM at Active Interest Media
- Terry Duffy rises to group publisher at Palm Beach Media Group
- Chris Lencheski becomes head of sales at Back9Network
- Kei Huang becomes director of analytics at Keek
- Sen. Elizabeth Warren guesting on CBS's 'The Late Show'
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
This week’s younger viewer ratings
Senior media buyer/planner job in Rochester
Needed: Receptionist for a media agency
Media buyer position in Greenville, SC
Digital media analyst job in Greenville, SC
Media planner/buyer opening in Detroit