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Agency Roster Transformation 2022

This report, published in partnership with the World Federation of Advertisers, highlights how agency rosters are in an era of constant change, with the majority of multinational advertisers already changing or planning to reform their current agency arrangements.

In the wake of a multiple challenges, such as the global pandemic and exponential rise of digital, combined with added pressure in areas such as sustainability and diversity and inclusion, just 75% of major multinationals said that they were ‘somewhat satisfied’ or less with their current agency roster structure.

The findings are based on responses from 32 advertiser companies across nine different sectors. All respondents were senior leaders responsible for agency management, with 81% holding a global role, with the remainder having regional responsibilities Total annual respondent spend was more than $55bn.

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Observatory report on Agency Roster Transformation

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