Hasta La Creative!

While the majority of marketers — 82% — are pushing for cost savings and streamlining marketing budgets, they aren’t doing it at the expense of agencies.

According to a survey by the Association of National Advertisers, only 15% plan to decrease agency compensation this year, though marketers are still asking shops to lower costs. That’s far lower than in was back in 2009, when more than half of the marketers surveyed, 56%, said they planned to cut their agency’s fees.

One explanation: Marketers are realizing they can’t slash much more. According to the ANA’s report, “It’s possible that many marketers have reduced agency compensation as low as possible and now instead are challenging their agencies to reduce costs internally or identify cost reductions … which could indirectly lower agency compensation.”

Continue reading at AdAge.com