Senior marketing decision makers from the UK's biggest advertisers were surveyed in the latest RSW AgencyFinder report, which also revealed that more than half of all companies review agency support every three to 12 months.
"At the moment, as our report shows, many clients are diverting more of their budget towards tactical work. This is clearly good news for experiential agencies, and has been validated by the wins our BTL [below-the-line] agencies have experienced in the last few months," said RSW AgencyFinder joint MD Adam Whittaker.
"More than ever, agencies need to differentiate and tell it like it is," he added. "Too often I have heard agencies tell me that they will change what they are and what they do depending upon who the client is and what they think the client will need."
The report also showed 52% of companies have a smaller budget now than before the recession.
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