‘Ad Age’s’ Agency Report finds agency revenue down 7.5% in ’09

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New York—U.S. marketing communications agencies’ combined revenue totaled $28.4 billion last year, down 7.5% from the previous year, according to the annual Agency Report by Advertising Age, a sibling publication of BtoB.

The decline was the sharpest since Ad Age began publishing the report 66 years ago.

U.S. digital agencies’ combined revenue was up 0.5% last year. Every other category saw declines, including traditional agencies (down 9.3%), media agencies (down 10.3%), direct marketing agencies (down 7.4%) and promotional agencies (down 13.1%), according to the report.

Also, for the first time in the history of the Agency Report, the No. 1 agency was not a traditional full-service shop but direct marketing and CRM agency Acxiom Corp.

The report ranks 883 U.S. agencies and is available at

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