RSW/US Agency New Business Report

KEY TAKEAWAYS

In 2021, only 28% of agencies said obtaining new business (compared to the previous year) was harder or a lot harder. In 2022, it’s risen to 43%.

32% of agencies said the number of opportunities for new business increased in 2022. In 2021 it was 51%.

The top 3 reasons agencies say it’s harder to get new business in 2022:

1. Harder to break through to prospects-55%
2. Fewer opportunities out there -39%
3. Can’t find the right person to drive the new business program -31%

63% of agencies say new business dollar volume is the same as 2021, or has decreased so far in 2022.

Organic growth fell by 11% in 2022 as an effective way to generate ad agency new business.