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Report Cards study shows larger shops outpaced industry

Sometimes size matters. Last year was a challenge for agencies financially, but the largest national ad shops managed, in the aggregate, to increase their revenue, vs. a decline in 2001. The gain was not much—less than 2 percent—and it leaves them below the peak reached in 2000, but up is better than down. These top-tier agencies outperformed the industry, which likely will show a sin- gle-digit percentage decline.

One reason for this relative strength: The big agencies work for the big clients, whose ad activity tends to be less volatile and continues despite economic pressure.



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