Media Agency Searches Continue To Build »

After ipping in 2004, searches among marketers looking for agencies with media credentials grew at double-digit rates through the first two months of 2005. Searches by marketers looking specifically for agencies with media buying and planning expertise rose 35 percent in February 2005 versus February 2004, according to data compiled by online advertising resource AdForum.com. The double-digit February growth follows January, when searches for agencies with media buying and planning credentials rose 58 percent over January 2004. The 2005 search activity is an early indicator of advertisers who may be starting to think about changing agencies, assigning new business, or holding a media services review. It follows 2004, when such searches actually declined 7 percent, according to AdForum.com.