Marketing is changing. Fifteen top agency leaders share how the role of the agency is changing along with it.
Now that the recession is arguably over, direct marketing agencies are in an especially fortunate position. Given their efficiency and accountability, they're poised for success in the data driven digital marketing revolution — and business is finally beginning to grow, according to many agency heads.
Agencies finished last year with improved revenues and are racing to scoop up new business as marketers begin to shop again. This year, as Direct Marketing News interviewed executives at dozens of the leading firms, the message we heard over and over again was "revenues are back."
Marketing budgets were slashed in the recession, which led to reduced agency headcount and a strong focus on ROI. Agency leaders look to innovation and recovery for growth.
In DMNews' first annual Agency Business Report, we found that DM agencies continue to evolve in order to stay relevant in a complex age of cross-channel marketing.
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