AdForum.com just released its monthly Index of Agency Search Activity for the Month of November. Advertiser searches for new agencies continue on an up-tick, especially in the United States, as
measured by agency search activity on AdForum.com and Agency Preview.com.
"We are now seeing about 100 serious agency searches per day" says Rob Drasin, a spokesman for AdForum. "It appears
that, as the 4th quarter draws to a close, advertisers are evaluating their agency relationships. Nine months ago, about 300 searches per month were being conducted. That figure now tops 2,000
searches per month. The tight economy makes advertisers hunker down for the present, but at the same time anticipate possible changes in their team in the new year."
In a climate where advertising
has become more conservative, advertisers are thinking about the type of messages the public is willing to embrace, and whether their current agency is the best source of those messages.