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Marketing Monitor Spring 2017

The results of this year’s Kingston Smith annual survey were characterised by improved growth but translating this into increased profit margins was, for many agencies, a struggle.

In the face of a continuously changing marketing services landscape, it is becoming necessary for agencies to re-evaluate their strategies in order to survive. The shortage of talent, particularly those with the right digital expertise, shows no signs of abating, leading to increased reliance on freelancers and pressure on wages. This, combined with the continued trend away from retainer fees to more project orientated work and increased property costs, does not make it easy to generate the sort of profit margins that agencies aspire to and this is reflected in many of the results that we have seen.

In this issue of Marketing Monitor, we provide a digest of the results of our 2016 annual survey on the financial performance of marketing services companies, with a particular focus on the following sectors:

  • Top 50 independent marketing companies
  • Top 50 advertising agencies
  • Top 30 branding and design agencies
  • Top 30 digital agencies
  • Top 40 marketing and sales promotion agencies
  • Top 30 media buying agencies
  • Top 40 PR consultancies

Also included in the issue is our ‘Monitoring the Markets’ section, which tracks the share prices of marketing services groups listed on the London Stock Exchange or Alternative Investment Market against the performance of the leading 100 shares on the FTSE.