The 2017 RSW/AgencySearch New Year Outlook survey was completed by 200 marketing agency executives and senior level marketers across the United States and Canada during December, 2016.

The agency sample came from our RSW/US database of over 10,000 marketing service agencies in the U.S. and Canada ranging in size from under $1M in capitalized billings to over $500M. The disciplines of each Agency varied from full service advertising, to digital, to PR, to marketing consultancies.

The marketer sample came from our RSW/AgencySearch database of over 100,000 marketing decision maker contacts. Company size, location, and size varied.

RSW/AgencySearch fields the New Year Outlook Survey each year with the goal of gleaning insights relative to marketer and agency perspective as they approach the upcoming New Year.

As in years past, the 2017 RSW/AgencySearch New Year Outlook Survey explored topics such as “troubling trends”, spending expectations, changes around in-house agencies, and the increasing use of project work by marketers to “sample” agencies.

The 2016 election also provided fodder for the survey.

In addition, the explosive growth of Marketing Technology has to be recognized, and several questions in our 2017 survey begin to explore the effects it is unleashing on our industry.

Our hope is the key findings and implications from this study are of value as you kick your marketing and sales planning into gear for 2017.


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