It has become a rite of January: The RSW/US New Year Outlook Survey Report.
Over the years, the surveys have explored viewpoints from both Marketers and Agencies on emerging industry trends that range from new emerging media to spending expectations to the impact of organizational change and much more.
The RSW/US 2016 New Year Outlook Survey was completed by 165 senior level Marketers and 115 Marketing Agency executives during December, 2015.
As in the past, ADWEEK contributed questions which were included in both the Marketer and the Agency surveys.
This year’s survey explored “troubling trends” that Agencies and Marketers observe in each other and the changing dynamics in Agency/Marketer relationships with respect to AOR vs. project work. It also looked into the role procurement departments have been playing in the Agency selection process, as well as how Agencies handle media vendor rebates with respect to their clients.
Read the report for insights on these topics and others that will likely affect the work Agencies and Marketers undertake together in the year ahead.
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 2016.