R3LATIONSHIPS (10 February 2022) – Welcome to our latest issue of R3LATIONSHIPS,

The agency landscape is growing with the demand for specialist capability. In research for our annual global agency tree, we’re seeing more digital, production, data, experiential, and e-commerce agencies introduced into networks, and independents leveraging PE investment with acquisitions. Send us an email or connect with us on LinkedIn to stay on the pulse of what this means for marketing.

2022 Global Agency Family Tree
Our annual map of the global agency ecosystem is now available and includes the world’s largest advertising agency holding companies, independents, and consultancies. PDF copies of the family tree are available on request, with complimentary printed Family Trees available for marketers. Browse our interactive version or request a copy. Request a copy

Global Reviews Increased by 53% in 2021
“As agencies compete for bigger accounts, there’s not necessarily much more revenue on the table. According to R3, total revenues attached to global business accounts increased just 9% globally and 7% in the U.S. in 2021, meaning firms are pouring a ton of resources into winning new business without as much to gain. “Increasingly, the AOR is dying and the smartest agencies are pivoting their services and their talent mix to reflect this,” said Greg Paull.” Read more at Campaign US

Report: RFP Resets & Agency ESG Compliance
What’s on the agenda for marketing procurement? As agencies and scopes of work have evolved as the result of the pandemic, so should the process of selection, engagement, and verification. This is why we have chosen RFPs, contract management, agency compliance, and resourcing as four areas shaping marketing procurement strategy. Request the report

Your Agency Has A Talent Crisis. Now What?
It has been reported that the grab for talent has resulted in agencies being outbid by up to $50,000 for the right candidate and junior salaries increasing by as much as $20,000. In this situation, talent creates tension between investment and revenue, writes Greg Paull. Clients are looking for a mix of agility and expertise, and agencies can’t win, do, or sustain the work without sufficient talent. Read the article

Report: Unlocking Value With the Metaverse
Brand activity in the metaverse currently evolves around PR and awareness, but there are other marketing efficiencies that can be gained by using the simulation properties provided by virtual environments. Understanding how publicity-driven metaverse campaigns in the near-future can be used to enhance consumer insight, collect first-party data, and build brand communities will help marketers extract additional value from their investment. Request the report