Business is looking up-and down-for ad agencies and marketing communications companies, according to Advertising Age's 59th annual Agency Report.
U.S. revenue for agencies and media shops in 2002 edged up 0.6% to $10.2 billion while international revenue grew 0.1% to $8.9 billion. The top line: Worldwide revenue for ad and media agencies rose 0.4% to $19.1 billion, partially making up for 2001's decline.
Reduced spending in other forms of marketing communications, such as integrated, held the broader market in check. Total revenue for agencies and marketing communications suppliers fell 0.6% in the U.S. and 3% abroad. Worldwide marketing communications revenue fell 1.8% to $34.3 billion.
The Agency Report starts on P. S-1
Agency Family Tree pullout appears after P. 20
