2017 was a trying time for ad agencies, but the prospects look a lot brighter in 2018,according to new research issued by UBS. The investment bank surveyed350 global marketing executives and 500 US CFOs. It has predicted that ad agencies will bounce back in 2018, buoyed by a growth of 4-5% in global advertising spend. Surprisingly, one of the factors behind this growth will be increasing brand media spend, which runs counter to the trend of advertisers doubling down on direct advertising in rece...
Advertising agencies are set to bounce back in 2018 as brand marketing is poised to make a comeback
Business Insider - 11 Feb 2018 18:45
2017 was a trying time for ad agencies, but the prospects look a lot brighter in 2018,according to new research issued by UBS. The investment bank surveyed350 global marketing executives and 500 US CFOs. It has predicted that ad agencies will bounce back in 2018, buoyed by a growth of 4-5% in global advertising spend. Surprisingly, one of the factors behind this growth will be increasing brand media spend, which runs counter to the trend of advertisers doubling down on direct advertising in rece...
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