New Agency Business Expected to Rise in 2024

RSW/US study of agencies and marketers shows an anticipated uptick in spend and use of AI

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Last September, a study by RSW/US, an outsourced business development firm that works solely with ad agencies and PR firms, found that small agencies were finding it difficult to land new business.

Just a few months later, the outlook is a bit sunnier, as RSW has released its 2024 RSW/US New Year Outlook Report with a view that over half of marketers are anticipating improved business performance in 2024 compared with 2023.

RSW surveyed advertising agencies and marketers in November 2023 on what marketers are planning and expecting, and what agencies are considering and preparing for in 2024.

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