The AAF Reinvents the Advertising Agency
Geoffrey PrecourtWARC Online
For advertising agencies, the numbers are daunting:
- In 2009, 43 percent of all US national advertising will be created in-house.
- 91 percent of media agencies bypass the services of traditional agencies.
- Project fees have become the normal state-of-the-art compensation.
- 75 percent of all agencies feel increased competition.
- The auto industry, which represented a "huge share of the national marketing spend just a few years ago," has all but fallen off the ad revenue charts. One agency, Publicis, took a $130 million hit with the loss of one client, General Motors....