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RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you...

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Page 1: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%
Page 2: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%
Page 5: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

ELECTION EFFECTS

19%

42%

39%

23%

36%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Negative Positive Neither negative or positive

Do you think the new Trump administration will have a negative or positive impact on the advertising and marketing industry in 2017?

Agencies Marketers

Page 6: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%
Page 7: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

“TROUBLING TRENDS”

Page 8: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

What Troubles Marketers What Troubles Agencies

They haven't figured out how to be project based instead of agency of record based.

Declining respect for agencies.

Striving to be “full service in a dynamic and multidimensional marketplace.”

Lack of commitment...to long-term ideas, to how to measure success and to agency partners.

They don't effectively integrate within their culture the paradigm shift from old media to new media.

Lack of understanding of long-term goals and tangible results; as well as experienced client-side executives who understand the value of a full service advertising agency.

Page 9: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

“TROUBLING TRENDS”

Page 10: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%
Page 11: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

“TROUBLING TRENDS”

Page 12: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

8 Traits of the Agency of the Future

A couple of years ago when we created this we thought it was clever. Today, it feels more real than ever.

Page 13: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

MARKETER AND AGENCY PLANS TO

INVEST IN THEIR BUSINESS

0%

13%

62%

26%

We will significantly cutback investment in our

business.

We will only somewhatcut back investment in

our business.

We will likely investsomewhat in our

business.

We will likely investheavily in our business.

0% 10% 20% 30% 40% 50% 60% 70%

Relative to your business, how would you characterize the most likely investment action (IN GENERAL, NOT SPECIFIC TO MARKETING) your business will take in 2017?

We will significantly cut back investment in our business. We will only somewhat cut back investment in our business.

We will likely invest somewhat in our business. We will likely invest heavily in our business.

2017 2016 2015 2014 2013

87% 89% 89% 75% 57%

Likely to invest either "Somewhat" or "Heavily" in

Business

Page 14: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

4.8%

6.4%

72.8%

16.0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

We will significantly cutback investment in our

business

We will only somewhat cutback investment in our

business

We will likely investsomewhat in our business

We will likely invest heavilyin our business

Relative to your business, how would you characterize the most likely investment action (e.g. people, marketing, sales) YOUR AGENCY will take in 2017?

We will significantly cut back investment in our business We will only somewhat cut back investment in our business

We will likely invest somewhat in our business We will likely invest heavily in our business

2017 2016 2015 2014 2013

89% 93% 95% 96% 87%

Likely to invest either "Somewhat" or "Heavily" in

Business

Page 15: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%
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MARKETER PLANS FOR MARKETING &

ADVERTISING SPENDING

high with

67% of respondents indicating budgets will increase “somewhat” or “significantly.”

3%

8%

23%

64%

3%

Decrease significantly

Decrease somewhat

No change

Increase somewhat

Increase significantly

0% 10% 20% 30% 40% 50% 60% 70%

Thinking about 2017, how do you anticipate your MARKETING SPENDING (across the board) will change in 2017, if at all (relative to

2016)?

Decrease significantly Decrease somewhat No change Increase somewhat Increase significantly

2017 67%

2016 62%

2015 51%

2014 50%

2013 38%

2012 41%

2011 44%

Likely to invest either

"Somewhat" or "Heavily" in

Advertising/Marketing

Page 17: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

As great as this all sounds, agencies continue to not completely believe their marketing counterparts will be super aggressive with their spending. Only 48% of agencies (as compared to 67% of their marketing partners) indicate they anticipate client marketing spending will increase “somewhat” or “significantly.”

Agencies

2%

13%

37%

46%

2%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Decrease significantly

Decrease somewhat

No change

Increase somewhat

Increase significantly

Thinking about 2017, how do you anticipate YOUR CLIENTS' marketing spending (across the board) will change in 2017, if at all (relative to 2016)?

Decrease significantly Decrease somewhat No change Increase somewhat Increase significantly

Agency Marketer

2017 48% 67%

2016 49% 62%

2015 62% 51%

2014 60% 50%

2013 53% 38%

2012 55% 41%

2011 60% 44%

Likely to invest either "Somewhat"

or "Heavily" in

Advertising/Marketing

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VIEWS ON MEDIA

o

o

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WHERE ARE MARKETING BUDGETS GOING? IN-

HOUSE? PROJECTS? TECHNOLOGY?

Page 22: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

24%

30%

39%

6%

1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

No shift Slight shift Moderate shift Large shift Very large shift

% o

f R

esp

on

de

nts

Looking at 2017, to what extent do you foresee your clients moving marketing services in-house?

24%

30%

39%

6%

1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

No shift Slight shift Moderate shift Large shift Very large shift

% R

esp

on

den

ts

In-House Agencies - Year to Year Expectations: Agencies

2016 2017

Page 23: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

37%

47%

10%

0%

0%

7%

None

1% - 20%

21% - 40%

41% - 60%

61% - 80%

Over 80%

0% 10% 20% 30% 40% 50%

% o

f W

ork

In

-Ho

use

% of respondents

In 2017, what percentage of your agency work do you plan to move in-house? (Marketers)

None 1% - 20% 21% - 40% 41% - 60% 61% - 80% Over 80%

Page 24: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

4%

19%

32%

26%

9%

11%

1%

21%

25%

18% 19%

16%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

None 1% - 20% 21% - 40% 41% - 60% 61% - 80% Over 80%

% o

f re

spo

nd

ents

% of Project Work 2017 v 2016: Agencies

2016 2017

10%

27%

20%

7%

10%

27%

None

1% - 20%

21% - 40%

41% - 60%

61% - 80%

Over 80%

0% 5% 10% 15% 20% 25% 30%

% of Respondents

What percentage of work you assigned to marketing agencies in 2016 was PROJECT work (billed separately from retainer relationships)?

None 1% - 20% 21% - 40% 41% - 60% 61% - 80% Over 80%

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55%

45%

Do you see your clients' companies moving dollars out of the marketing budget to support investment in marketing technologies?

Yes No

44%

56%

Is your company moving dollars out of the marketing budget to support investment in marketing technologies?

Yes No

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THE NEED FOR DATA & ANALYTICS

6.7%

30.0%

63.3%

Looking into 2017, how important will it be for your agency to provide for marketing data/analytic capabilities?

Not important

Somewhat important.

Very important.

Page 30: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

0%

18%

55%

27%

0% 10% 20% 30% 40% 50% 60%

Demand willdecline

Demand willremain aboutthe same as…

Demand willrise

somewhat

Demand willincreasesharply

What are your expectations around the demand for marketing data/analytic capabilities in 2017?

Page 31: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

THE CHIEF INFORMATION OFFICER

Page 32: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

37%

63%

Has your company appointed a CIO?

Yes No

Page 33: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

13%

55%

9%

24%

0%

55%

36%

9%

0%

10%

20%

30%

40%

50%

60%

Not effective Moderately effective Tremendously effective I don't observe any relationship.

How would you describe the CMO-CIO relationship?

Agency Marketer

Page 34: RSW/US Outsourced Agency New Business and Lead Generation · Looking at 2017, to what extent do you foresee your clients moving marketing services in-house? 24% 30% 39% 6% 1% 0% 5%

“TROUBLING TRENDS”MARKETER

OPEN-ENDED SELECT COMMENTS

COMMENTS LISTED AS WRITTEN (NO GRAMMAR/CONTENT EDITS HAVE BEEN MADE)

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“TROUBLING TRENDS”AGENCY OPEN-

ENDED SELECT COMMENTS

COMMENTS LISTED AS WRITTEN (NO GRAMMAR/CONTENT EDITS HAVE BEEN MADE)

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