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The Brand-Agency Relationship: Top Trends and Challenges in 2016

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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.


Although most brand marketers anticipate they'll use multiple agencies in 2016, only 15% expect to add new partners to their permanent roster and nearly a third (30%) plan to consolidate the number they work with by the end of the year.

The good news for agencies is that 42% of brand marketers expect to increase the amount of project work (assignments beyond retainer relationships) given to partners in 2016.

Brand marketers say the top services they anticipate needing from agencies in 2016 are creative (55% expect to want), digital marketing development/management (42%), and brand strategy (34%).

About the research: 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.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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