As we roll out of another fun-filled year, there are at least 3 things we can all be thankful for.
As we all know, the world of finding best-in-class agencies is one of constant change and, ideally, improvement.
Marketers like you constantly striving for more, whatever “more” means in your context.
But in this (admittedly belated) Thanksgiving blog, we want to call out 3 things to be thankful for.
Namely, statistics that suggest there’s some real marketing upside, promising trends we’re seeing across the industry, and of course a look at how to keep the good news rolling.
Agencies Are Keeping Their Eyes On Analytics
It was encouraging to see this year that even amid tightened resources at many agencies, marketing firms continue to invest in their analytics.
In our Marketing Technology Report earlier this year, 73% of agencies stated that their investment in tools and technology have increased “somewhat” or “significantly” over the past couple of years – both for the benefit of their agency and their clients – and 88% of agencies also recognize that the need for analytics and technology tools for marketing has grown over the past 2-3 years.
The challenge of data analysis is finally being viewed for what it is: an opportunity to advance the medium by leveraging smart technology, and making the investment that it necessitates.
A Renewed Embrace of Best-In-Class Solutions
As the constant tug-of-war between in-house and agency-based approaches continues, we’re seeing more brands open not only to external agencies, but models in which a “lead agency” brings in additional capabilities needed to get the job done.
It’s a more flexible approach that speaks to the increasing complexity we’re seeing in the space, and one that might allow your brand to achieve outcomes that would have been impossible in a more traditional in-house or strictly AOR relationship.
Forward-looking Optimism from the Other Side of the Table
Our sister company, RSW/US, recently conducted a survey report among agencies.
The general tone is one of optimism: agencies of all kinds are ready to take on new business in the new year, and report being well-equipped to do so. It’s a stark contrast to a year ago, when belts were tightening and headcounts were shrinking. Agencies across the board are feeling much more hopeful about their capabilities as a shop.
And of course, marketers can be thankful for a much different landscape than this time last year.
Whether you thrived through the circumstances, or faced uphill challenges, I think we can agree that the stability of a “normal” year is something that we all needed in preparation for the ebbs and flows still to come.
We at RSW/AgencySearch hope you had a Happy Thanksgiving, and that you have much to be thankful for this year. If you’d like to talk about how we can help with your next agency search, feel free to get in touch.