The 2012 RSW/AgencySearch New Year Outlook Survey was completed by over 100 senior level Marketers (“Clients”) and over 100 Agency Principals from Agencies of different types/sizes during December, 2011.
The purpose of the survey was to glean insights relative to Client and Agency expectations going into 2012 – for things such as marketing spend levels, staff support, media usage, use of spec work, and new business activities.
Our hope is that the following key findings and implications from this study are of value to you as you formulate your plans for the start of this coming year and as you move throughout 2012.
The Agency sample came from our database of over 6,000 marketing service agencies 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 marketing consultancies.
The client sample came from our database of over 20,000 marketing decision maker contacts.
Client company size, location, and size varied.In an attempt to add value and help you improve your own efforts as you work your way through 2012, we have prepared an overall executive summary for ease of reference and perspective/implications relative to some of the key results in the study.