Ad agencies adjust to weak economy

摘要

Countering the down economy and cutbacks in marketing budgets, ad agencies are deploying a variety of tactics to keep their businesses running successfully. These include downsiz- ing, adding new strategic services, changing compensation plans, restructuring account teams and putting processes in place marketing dollars work more efficiently. RiechesBaird is one b-to-b agency that has completely overhauled its organizational structure and working pro-cesses in response to the slug-heir gish economy. Irvine, Calif.-based Riech- esBaird has 44 employees and clients that include Pacific Life & Annuity, Parker Hannifin, Toyota Industrial, Epicor Software and Bosch Home Appliances. It has re-structured account teams to provide more efficient service and is pursu-ing a different compensation strate-gy for budget-conscious clients.