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Article: Marketing services agencies; Interactive and direct marketing lead the charge as marketing services shops gain 3.9% to $5.95 billion in revenue; Carlson tops independent agencies; Omnicom paces agency groups.(Special Report: Marketing Services)
- Article from:
- Advertising Age
- Article date:
- May 17, 2004
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: KENNETH WYLIE
Marketing services are back, not with a bang but with the steady ring of the cash register.
Marketing services, defined in this report as direct marketing, sales promotion and interactive, grew 3.9% in the U.S. to $5.95 billion in revenue in 2003, the first positive growth since the trio of services advanced a heady 20%-plus in 2000, according to Advertising Age's 17th annual Marketing Services Report.
The broad-based industry had declined 6.9% in 2001 revenue and a further 3.5% in 2002 as it found itself squeezed by the dot-com bust and an economic downturn particularly hard on the project-related work characteristic of ...