Fewer than 60% of media agencies employ full-time new business staff, according to new research from the AAR.
The majority allocate no more than £100,000 to driving new business, excluding salaries. In contrast, a third of top 20 creative agencies spend more than £500,000.
Direct marketing and sales promotion agencies have the highest percentage of full-time new business staff. Eighty-five per cent employ full-time staff dedicated to the function, compared to just 62% across the whole advertising sector.
New media and digital agencies are more committed to new business with over 32% of them employing over three staff, but they spend an average of just £50,000 on the function.
Only 13% of media agencies allocate more than three staff to the function and 78% do not use a lead generation company.
AAR director of advertising and media services Paul Philips said: "As the media community boosts their marketing and new business resources, so I would anticipate these budgets to increase as they have with the advertising community."The AAR used 19 of the top media agencies to conduct the research.
This article was first published on Media Week