2016 RSW/US New Year Outlook Report: Agency and Marketer Perspective on the Business of Advertising and Marketing
The 2016 RSW/US New Year Outlook survey was completed by 165 senior level
Marketers and 115 Marketing Agency executives during December, 2015.
The purpose of the survey was to glean insights relative to marketer and agency
perspective as they each headed into 2016. Topics explored included “troubling trends”,
spending expectations, shifts across traditional, digital and mobile media, the influence of
procurement in agency selection, and the movement to consolidate agency rosters,
among many others.
As in the past, Adweek contributed questions which were included in both the marketer
and the agency survey.
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.
The agency sample came from the RSW/AgencySearch database of over 5,000
marketing service companies in the U.S. and Canada ranging in size from under $5M in
capitalized billings to over $100M. The disciplines of each Agency varied from full service
advertising, to digital, to PR, to marketing consultancies.
The marketer sample came from our RSW/US database of over 100,000 marketing
decision maker contacts. Company size, location, and size varied.