The Ad Industry Is Pretty Optimistic About the Future of New Business Opportunities

60% think new work will increase in 2017

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In 2016, agencies may have felt that it was more difficult to win new business, especially as more business shifted from retainer to project-based assignments, but the industry seems optimistic about its future growth.

The annual Agency New Business Survey from RSW/US examines agency trends year to year and was distributed to over 5,000 agencies and over 10,000 marketers in the United States and Canada for 2016. Roughly 52 percent of respondents were from full-service agencies, followed by 13 percent from digital agencies.

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