Agencies with strong online credentials can expect a boom new-business year. Growth in internet advertising is expected to approach 40 per cent in 2005, and this is likely to be accompanied by a new-business feeding frenzy, both creatively and for online media planning and buying.
Conversely, a number of staple high- street retailers are expected to cast a careful eye over their agency arrangements after some dismal trading performances, particularly over the crucial Christmas period. As usual, the answer to a poor financial performance is often a clear-out of key suppliers and agencies are likely to suffer and benefit in equal measure.
But perhaps the biggest trend in new business this year will be a continuation of the global holding company pitch phenomenon. With WPP now working for both Procter & Gamble and Unilever, conflict issues also seem to be easing, putting consolidation firmly on the agenda.