Average Creative Agency Account Win Shrinks by 38% as More Clients Move Work In-House

New R3 report reflects a shift toward project work

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Creative agencies around the world are competing for a smaller piece of the marketing pie.

The most striking number in international consultancy R3’s latest ad industry new business report concerns the size of the average U.S. creative account win, which is 38 percent smaller this year than it was in 2016.

This finding follows an August report that noted fewer overall new business opportunities for creative agencies around the world.

“I think marketers are more promiscuous, consistently looking to go beyond agency of record relationships, and asking creative partners for different projects,” said R3 co-founder and principal Greg Paull.

Agencies,

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