New Business Revenue Fell for Creative Agencies in 2017 as Marketers Focused on Flexibility

Report from R3 shows 10% drop


There were fewer new business opportunities for creative agencies in 2017, as clients continued a move toward in-house work and project assignments.

New business revenue dropped 10 percent last year compared with 2016 and year-over-year revenue decreased 16.9 percent, according to a new report from international consultancy R3, which tracked 7,400 new business wins across more than 700 agencies globally.

“This year, there really was a lack of sizable global creative AORs, particularly those won through a formal review process,” R3 principal and co-founder Greg Paull told Adweek.

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