Marketers Consolidating Agencies at an Increasingly Rapid Pace

News provided by

Feb 18, 2015, 02:00 ET

CINCINNATI, Feb. 18, 2015 /PRNewswire/ -- RSW/US, the nation's leading outsourced lead generation and business development firm for marketing agencies, sees a distinct movement by marketers to consolidate agencies, reversing a previous trend of engaging multiple agencies with individual specialties.

In its recently released 2015 New Year Outlook Report, RSW/US asked the question: "How many marketing agencies (not including independent contractors) do you have supporting your business?"

Of marketers who responded, 62% report using two or more agencies to support their business. This is down 13 points compared to 2009 when 75% of marketers said they used two or more agencies.

Looking deeper, RSW/US asked marketers whether they have been adding more specialty agencies or consolidating into fewer. Fifty-six percent (56%) of respondents replied that they are consolidating. Moreover, 63% indicated they anticipate the trend to consolidate will continue.

RSW/US Owner Mark Sneider states, "This move to consolidate means agencies need to show their clients that they can think, act, and operate strategically across platforms on behalf of a client's brand. This consolidation also means there are going to be more agencies vying for fewer pieces of business. This is certainly one reason for agencies to consider how best to invest in the human capital supporting their business. This includes making sure agencies have enough support behind their own marketing to protect from potential losses resulting from marketers' efforts to consolidate."

It's clear that agencies are feeling the pressure because of this consolidation movement.

79% of responding agencies stated that the industry is more competitive, up from 68% in 2013. Furthermore, 88% of agencies anticipate their approach to new business will be "somewhat" or "much more" aggressive.

Sneider encourages agencies to take a proactive approach to new business.

He remarks, "Successful agency new business programs exhibit common elements that include a methodology for intelligent, relevant outreach to prospects through multiple touch points. Follow-up is planned, strategic, and consistent."

About RSW/US
RSW/US is a full service, outsourced agency new business development group that helps agencies of all types/size find meaningful new business opportunities and help them get closer to close. They use their strategic marketing and selling expertise and technologies to get agencies qualified prospect meetings, better position the agency "brand" in the marketplace, and create a more consistent stream of new business opportunities. More information about RSW/US can be accessed at: www.rswus.com.

Contact: Jane Browe
Phone: 513-559-3106
Email: [email protected]

SOURCE RSW/US