Industry Survey Report

2021 New Year Outlook Report

The 2021 RSW/AgencySearch New Year Outlook Report was completed by senior level Marketers and Marketing.

Agency executives during December 2020.

The purpose of the 2021 New Year Outlook Report was to glean insights relative to marketer and agency perspective as they each headed into 2021.

Topics explored included “biggest challenges facing marketers” as seen through the eyes of marketers and agencies. Also probed were topics related to spending and investment expectations, the growth of in-house agencies, and the ever-increasing importance of data and analytics.

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 2021.

2020 was a tough year and from the looks  of it 2021 won’t be any better.  Hope this report helps make it a more manageable year for you and your agency relationship.

The agency sample came from the RSW/AgencySearch database of 10,000 marketing service companies in the
U.S. and Canada, ranging in size from under $5M in capitalized billings to over $100M. The disciplines of each Agency varied from full-service advertising, to digital, to PR, to marketing consultancies.

The marketer sample came from our RSW/US database of 80,000 marketing decision maker contacts. Company
size, location, and category varied.

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