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Data consultancy COMvergence has released its 2019 U.S. Creative New Business Barometer, showing last year was a strong one for independent creative agencies.
Of the 155 newly appointed or retained creative assignments across 130 advertisers in the U.S. counted by COMvergence, 41% went to 32 different independent agencies. Over one-third of the $7 billion in media spending in these reviews was represented by just seven marketers shelling out over $200 million each: Facebook, JCPenney, McDonald’s, Sonic Drive-In, State
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