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Claims of the demise of the creative agency review may be greatly exaggerated.
A total of 134 major U.S. reviews were launched in 2018—30 of those from the country’s top advertising spenders, according to COMvergence’s latest 2018 U.S. “creative new business barometer” report.
The report found that one third of the creative accounts placed in review last year were part of the consumer packaged goods and restaurant categories (home to the biggest ad spenders) including Dunkin’, which awarded its creative business to BBDO and Arc Worldwide.