Let’s hope that what we’re hearing more of is true, so the season can be one of happiness and not one of more concern…that you marketers are seeing signs of life and planning for a more “normal” 2024 relative to your marketing spends.

Our latest survey suggests it (which will be released in January).  50% of you expect to spend more to support your business in 2024 (not a great number, but we’ll take it).  And 56% of you expect your business performance to be better next year – which is good…I’m glad for you.

Also saw this article earlier this week, titled “Agency hiring soars amid forecasts calling for 2024 spending growth“.  Hopefully it’s not “soaring”.  Hate for our agency friends to get too far ahead of themselves.

But this rollercoaster of spending, not spending, spending is maddening.  It hurts your business and your brand. Consistency is the golden child and lacking it can be fateful.

I fully realize there’s little one can do when the market is what the market is, but recognize what you’re doing to your business and the external teams that are 100% vested in your business.  It hurts.

I’m not suggesting you base all your business and spending decisions on what is going to make your agency happy.

But I am suggesting you work with your agency partner to find new, maybe more efficient ways to spend or at the very least plan with them versus just dropping spending cut bombs.  It’s hard for the agency to make adjustments without causing harm not only to those who are let go, but also the morale and “can do” spirit of the remaining employees.

So if your 2024 is looking a bit brighter, do your agency team a favor and let them know just how bright you think it might be – so they can plan and staff and invest at levels that are going to be the best for you and your business.

If for some reason your agency has struggled to the extent that you are just unsure of their ability (or potential) to effectively handle a return to spend and adapt to the changing field of play (as the sophistication in marketing to your customers grows exponentially), it might be time to look around for a new firm.

If you need help, give us a call.  We are a no-cost way to help marketers find best-in-class firms.  We make our money by receiving a small commission from the winning agency.  All searches are built custom for every client and every agency we bring into a search has an equal shot of being a great partner.  Drop us a line (mark@rswas.com) or give us a call (513-293-6785).

Thanks and have a great Christmas season!