Advertising Agencies


To provide an overview of how the advertising agency landscape is changing today. Specifically to address the following information:
  • How are key decision makers choosing agencies?
  • Are businesses using one or multiple agencies?
  • Are they shifting more towards relying on internal marketing teams or external agencies?
  • What are they looking for in an agency?
  • What are their biggest pain points when it comes to working with an agency?

Early Findings

  • A majority of decision makers rely on referrals when deciding which agency to partner with. (52% and 37%).
  • Among businesses surveyed, 85% of businesses rely on their in-house staff when it comes to social media marketing.
  • "77% of clients believe that their design agency could provide more added value communication."
  • Out of 1,000 businesses surveyed, 72% cited inconsistency as a pain point when working with an agency.

Results of Early Findings

  • Surveys of businesses that use marketing agencies are widely available and serve as the best method for fulfilling this research request.
  • While there appears to be ample information available to answer most of this request, we were unable to find any information regarding the number of agencies a business works with at any one time. This could indicate that such information is not publicly available. Additional research is needed to confirm the availability of this information.

Research proposal:

Only the project owner can select the next research path.
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