Big fall in direct marketing new business pitches
Posted on 09 Jul 2009
LONDON - The number of direct marketing pitches fell by 35.8% in the first half of 2009, in the strongest indicator yet of the recession's impact on the discipline.
The figures come from agency intermediary AAR, which monitors all reviews including those of its competitors, across the core marketing disciplines.
DM was the second hardest discipline, after communications planning which fell by 60% in the six-month period.Advertising new business pitches dropped by 22.9% and traditional media by 29.3%. Even digital is affected by the downturn, with the number of reviews falling by 10.2%.
The AAR said there was evidence that clients are sticking with their current agencies as a more cost-effective solution.
