For the 63rd year in a row, it’s Advertising Age “Agency Report” time. And if you’re in marketing services, particularly digital, you’re in for good news.
Agency revenue from marketing services rocketed 13.1% to $15.1 billion, the strongest growth since the recession. Agency revenue from traditional advertising and media rose just 4.2% to $13.1 billion, the weakest growth since 2003, the first full year of the advertising recovery.
Marketing services grabbed 53.6% of U.S. marketing-communications agency revenue. That was up from 51.5% in 2005, the first year that marketing services topped advertising/media.
U.S. interactive-agency revenue rocketed 23.1%, helping to drive the increase in marketing services revenue.
All told, agency revenue in the U.S. jumped 8.8% to $28.2 billion. Not bad for a business on its last legs.