The Ad Age Top Agency Report 2017 is the publication’s annual ranking and analysis of advertising and marketing-services agencies.
Freeman has been ranked as one of the top 25 World’s Largest Agencies, as well as a top U.S. agency across the experiential, promotion, and healthcare categories.
Overall the report found that the experiential discipline is growing faster than advertising, PR, CRM, and media, and it is only slightly behind digital, where growth slowed from 13.5% in 2015 to 8.0% in 2016.
All major agency disciplines grew a combined 4.4% in 2016, led by healthcare, which was up by 7.6%; meanwhile experiential marketing was not far behind at 7.4%. Promotional marketing saw a 5.4% increase, CRM/direct marketing rose by 4.5%, and PR saw rose by 3.2%. Ad agencies grew at 2.8%, meanwhile media agencies saw a decline of -0.4%.
The report highlights the increasingly important role that event marketing plays in the overall marketing mix, as brands seek to engage audiences in new ways through integrated campaigns that marry strategy, creative, and data to create meaningful and memorable live and online experiences.
Commenting on the results, Kim Myhre, senior vice president and managing director at FreemanXP EMEA said: “These rankings are an important indicator of the continuing rise of brand experience on a global scale. They highlight that live experiences are firmly on marketers’ agenda, as they endeavour to design truly integrated campaigns that allow them to connect, engage and convert audiences across multiple platforms.
“Brand experience is now such an important part of the overall marketing mix, because it has a unique ability to bring people together in a shared, engaging and memorable experience. We expect that the sector will only continue to grow, and we’ll remain a key player on agency ranking lists worldwide.”