• by Joe Mandese  @mp_joemandese, March 28, 2005

After dipping in 2004, searches among marketers looking for agencies with media credentials grew at double-digit rates through the first two months of 2005. Searches by marketers looking specifically for agencies with media buying and planning expertise rose 35 percent in February 2005 versus February 2004, according to data compiled by online advertising resource AdForum.com.

The double-digit February growth follows January, when searches for agencies with media buying and planning credentials rose 58 percent over January 2004. The 2005 search activity is an early indicator of advertisers who may be starting to think about changing agencies, assigning new business, or holding a media services review. It follows 2004, when such searches actually declined 7 percent, according to AdForum.com.

Search activity for interactive agencies is also improving. Searches for interactive shops, which dipped 3 percent in January 2005 and fell 8 percent during calendar 2004, increased 12 percent in February 2005 versus the year-earlier periods.

Total searches for agency credentials on AdForum's site numbered 11,478 during February, an increase of 22 percent over February 2004.

Searches involving agencies with a consumer group specialty were most active--especially those with expertise targeting Hispanic Americans, which rose 183 percent over February 2004. Searches for agencies with teen market expertise were the next most active category, rising 125 percent over February 2004. African American searches rose 67 percent, multicultural searches jumped 65 percent, and searches for shops with Asian American experience increased 54 percent.

Media Services, Total Agency Search Activity

January   February  
Media Buying/Planning        +58%       +35%  
Interactive                   -3%       +12%  

All Agency Searches*         +17%       +22%  

Source: AdForum's AgencyPreview.com database. *Searches for agencies with any stated expertise.