Marketers and Agencies Split on 2012 Prospects

Poll finds brand leaders see more economic red flags in new year than their shop peers

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Marketing leaders—in contrast to their more buoyant agency brethren—generally seem more cautious than optimistic about growth in the new year. And, of course, who would know better than those who control the purse strings?

The latest illustration of the disconnect between marketers and agencies regarding the industry’s prospects for 2012 is a new poll from RSW/US in which a greater percentage of agency types than marketers predict growth in the economy and marketer spending.

When asked, for example, if the economy is on the uptick, 65 percent of the 114 agencies that participated said yes, compared to just 41 percent of the 100-plus marketers.



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