7 actions agencies can take amid a mixed economic outlook

Protecting agency finances and staff while supporting clients’ risk assessments will be key to navigating economic fluctuations.

by Marla Kaplowitz

The reaction to the economic outlook for 2023 is varied. While some agency leaders are optimistic based on strong client spend and commitments, other marketers are taking a far more measured approach, including taking additional time to make decisions, scrutinizing financial commitments and delaying new launches and initiatives.

Feedback from 4As members reveals that while some agencies are experiencing their pipeline slowing down — likely due to marketer hesitancy — others are as busy, if not busier than before.

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