Many brands plan to both try out new marketing agencies in 2016 and consolidate the number of partners they work with, according to a recent report from RSW/US.
The report was based on data from a survey conducted in December 2015 of 165 senior level marketers at brands and 115 executives at marketing agencies.
Some 62% of respondents working for brands say they expect their marketing budget to grow in 2016, and 91% expect to increase spend on digital media.
Three-quarters of brand marketers expect to use two or more agencies this year, an increase of 12 percentage points compared with 2015…
The Brand-Agency Relationship: Top Trends and Challenges in 2016
