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Agency of Record (AOR)

What impact has COVID-19 had on Agency of Record (AOR)


On March 11, 2020, World Health Organization (WHO) officially declared the rapidly spreading coronavirus outbreak a pandemic.  The world as we knew it changed forever, businesses around the globe took the necessary steps to stop the spread of COVID-19.  This has had a drastic impact on demand for communications and marketing services being used by brands. The Connected One has been compiling and analyzing Agency of Record (AOR) appointments for the last few years.  A number of our readers wondered what impact COVID-19 has had business growth for agencies.



What is Agency Of Record (AOR)

In the world of advertising, marketing and public relations, Agency of Record (AOR) is when a single agency is responsible for all the services that a particular business might require. These services traditionally included offerings such as branding, creative and media planning/ buying, public relations, each year the needs on behalf of brands increases and new agency services continue to be offered.


Which agencies had furloughs or layoffs due to COVID-19?

Before we look at the AOR data, let's take a look at how COVID had an impact on agency staffing.  As you will see from the data below a number of agencies of all sizes were forced to furlough and/ or layoff employees between February 1 to March 31, 2020.


What industries are buying the most from agencies?

AORs March - June 2020
AORs March - June 2020
Chart A
Chart B
The charts above represent AOR deals between March 1, 2020 - June 30, 2020.
  • Chart A - All AORs between March 1, 2020 - June 30, 2020 and segmented by number of deals per Industry
  • Chart B - All AORs between March 1, 2020 - June 30, 2020 and segmented by percentage of all deals per Industry

What agency services are brands buying the most?

AORs March - June 2020
Chart A
Chart B
The charts below represents a cumulation of AORs between January 1, 2020 - June 30, 2020.
  • Chart A - All AORs between January 1, 2020 - June 30, 2020 and segmented by Industry
  • Chart B - All industries displayed by percentage
*  The above reports are compiled from data from the globe including countries such as Canada, United States, India and China

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AOR % change between January - June 2019 vs 2020

AOR Wins 2019 vs 2020