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Review of 2015 and the prospects for 2016

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A straw poll of IPA member agencies

Published in: Marketing

Review of 2015 and the prospects for 2016

  1. 1. Review of 2015 and the Prospects for 2016 07 January 2015 Review of 2015 and the prospects for 2016 A straw poll of IPA member agencies
  2. 2. Review of 2015 and the Prospects for 2016 07 January 2015 Taking all things into consideration respondents felt that 2015 had turned out to be better for them financially than originally anticipated - 58% of respondents indicated that the year had been better than expected, while 26% indicated that 2015 had been worse than expected Significantly worse than expected 5% Slightly worse than expected 21% The same as expected 16%Slightly better than expected 40% Significantly better than expected 18%
  3. 3. Review of 2015 and the Prospects for 2016 07 January 2015 Pressures on top-line income were mixed with 34% indicating that they were better than expected and 39% indicating that they were worse than expected Significantly worse than expected 5% Slightly worse than expected 34% The same as expected 27% Slightly better than expected 21% Significantly better than expected 13%
  4. 4. Review of 2015 and the Prospects for 2016 07 January 2015 Pressures on cost of sales were the same as expected for three-fifths of respondents. Of the remainder 21% held a positive view and 19% a negative view Significantly worse than expected 3% Slightly worse than expected 16% The same as expected 60% Slightly better than expected 16% Significantly better than expected 5%
  5. 5. Review of 2015 and the Prospects for 2016 07 January 2015 Pressures on staff costs were negative overall, with 46% of respondents indicating that they had been worse than expected and only 11% indicating that they had been better than expected. Significantly worse than expected 3% Slightly worse than expected 43% The same as expected 43% Slightly better than expected 11%
  6. 6. Review of 2015 and the Prospects for 2016 07 January 2015 Pressures on other costs were the same as expected for three-fifths of respondents. Of the remainder, slightly more (22%) were negative than positive (19%) Significantly worse than expected 3% Slightly worse than expected 19% The same as expected 59% Slightly better than expected 16% Significantly better than expected 3%
  7. 7. Review of 2015 and the Prospects for 2016 07 January 2015 45% of respondents indicated that they felt that the general market environment in 2016 would be better than 2015, while a further 42% indicated that it would be the same. Only 13% indicated that they expected the market to be worse in 2016 than it was in 2015. Significantly worse than 2015 3% Slightly worse than 2015 10% The same as 2015 42% Slightly better than 2015 45%
  8. 8. Review of 2015 and the Prospects for 2016 07 January 2015 Some 74% of respondents indicated that the prospects for their agency in 2016 were brighter than they had been for 2015. Only 5% of respondents held a negative view of the prospects for their agency in 2016 Slightly worse than 2015 5% The same as 2015 21% Slightly better than 2015 55% Significantly better than 2015 19%

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