Marketing agencies are more upbeat about the state of the economy and marketing potential next year than are their clients, according to a survey from business development firm RSW/US.
More than six in 10 (63%) of agencies expect the size of their staff to increase “somewhat” or “significantly” next year. Thirty percent expect headcount to stay the same, according to the firm’s “2011 New Year Outlook Survey,” released December 28.
However, client companies had almost the opposite reaction. Only 31% of marketers expect to see personnel increases, while 63% believe their staff sizes will stay the same. More than three-quarters of clients (78%) said they are not turning to more marketing services firms than they were a year ago.
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