Fresh optimism for direct and digital agencies

Leading direct, digital and sales promotion agencies are optimistic about the third quarter, with 87% confident that client budgets will stay the same or increase.

MAA: surveyed agencies
MAA: surveyed agencies

Of the 73 agencies surveyed by the Marketing Agencies Association Barometer, the majority of those forecasting an increase in client spend predicted that this will be in the region of 10% across the quarter.

Nearly 80% of agencies said they expect new-business opportunities to increase. Agency redundancies are less of a concern for many, with 91% of agencies predicting staff numbers will increase or stay the same.

Digital is expected to continue to be the biggest growth area, with 59% of agencies predicting digital spend to increase in the next quarter. More than 30% think spend will remain the same.

Some 28% of agencies said that DM spend would rise, while just 18% predicted an increase in adspend over the next quarter.