The global economy presents its own set of opportunities and threats for businesses in a range of industries. IBISWorld’s Global Advertising Agencies global market research report offers insightful industry analysis and research into the market at an international level. IBISWorld’s in-depth industry market research is presented in a logical and consistent format. The industry report contains key industry statistics, market size, industry trends, and growth and profit forecasts for a 5-year outlook period.


Market Share of Companies
Interpublic $x.xlock
Omnicom $x.xlock
WPP Group $x.xlock
Industry Statistics & Market Size
Annual Growth
2011 - 2016
Annual Growth
2016 - 2021
Employment ('000)

Industry Threats & Opportunities

  • As marketing budgets expand, companies are investing in new advertising campaigns
  • Many major players entered the Chinese and Brazilian market through joint ventures with local partners
  • Increasing corporate profitability will cause businesses to invest in new marketing campaigns
  • Industry Analysis & Industry Trends

    Over the past five years, the Global Advertising Agencies industry fared well due to growing corporate profit and the proliferation of digital media, which has expanded operators' access to their target audiences. Increasing consumer spending and growing global economic activity have caused demand from downstream industries to increase over the period. Over the five years to 2021, the growing size of major global players will enable greater exposure in emerging markets, as their scale allows them to make strategic acquisitions to boost revenue. Furthermore, established presence and credentials in particular regions will provide a major advantage for operators competing for clients looking to work in specific markets...

    Starting a New Business

    Barriers to entry have been on the rise over the past five years as a relatively small number of large, global firms have established themselves at the top of the industry through acquisitions. These companies, and their global networks of agencies spanning across all marketing and communications services, are dominant among large corporate clients seeking a one-stop shop for their global marketing and communications needs. Large industry operators (such as Omnicom Group, WPP and Publicis Groupe) will provide an increasing amount of in-house services for companies that want to build global brand awareness. Consequently, this trend may limit small, boutique advertising agencies from entering the industry and competing for large, lucrative clients.


    Additional Insights for the Global Advertising Agencies Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Global Advertising Agencies Industry are

  • Having a diverse range of clients
  • Ability to vary services to suit different needs
  • Degree of globalization in the firm
  • IBISWorld analysts also discuss how external factors such as Global advertising expenditure and Global per capita income in the Global Advertising Agencies industry impact industry performance..

    shopping_cartVIEW PURCHASE OPTIONS

    Look under the hood?

    Download a FREE sample report

    Industry Products

    What is the Global Advertising Agencies Industry?

    Firms in this industry create advertising campaigns and distribute them to various media outlets. Services include advice, campaign planning, creative services, advertising material production, and media planning and buying. Public relations and other specialized communications are excluded from this industry.

    Industry Products
    Campaign planning and management
    Creative services and production
    Advertisement placement
    Industry Activities
    Creating advertising campaigns
    Disseminating advertising campaigns through available mediums, including TV, periodicals, radio and the internet
    Providing media buying services
    Providing advertising services, including for indoor and outdoor displays

    Table of Contents

    About this Industry
    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry at a Glance
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Industry Performance
    Executive Summary
    Key External Drivers
  • Global advertising expenditure
  • Global per capita income
  • GDP of the BRIC nations
  • Global consumer spending
  • Global investor confidence

  • Current Performance
  • Positive demand leads to growth
  • Digital revolution
  • Industry structure
  • Chart: Revenue Growth

  • Industry Outlook
  • Steady demand
  • Developed and emerging markets
  • Technological change
  • Table: Global Advertising Agencies Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Global Advertising Agencies Industry Lifecycle vs The Economy

  • Products & Markets
    Supply Chains
    Key Buying Industries
  • Global Soft Drink & Bottled Water Manufacturing
  • Global Newspaper Publishing
  • Global Pharmaceuticals & Medicine Manufacturing
  • Global Cosmetics Manufacturing
  • Global Car & Automobile Manufacturing
  • Global Wireless Telecommunications Carriers
  • Global Movie Production & Distribution

  • Key Selling Industries
  • Global Commercial Printing
  • Global Computer Hardware Manufacturing
  • Global Internet Service Providers
  • Global Television Broadcasting

  • Products & Services
  • Creative services and production
  • Campaign planning and management
  • Advertisement placement
  • Chart: Global Advertising Agencies Industry Products and Services Segmentation

  • Demand Determinants
  • Global GDP growth and corporate profitability
  • Consumer expenditure and sentiment
  • New products and special events
  • New digital media

  • Major Markets
  • Other sectors
  • Personal care and consumer products
  • Food and drink manufacturers
  • Automotive manufacturers
  • Healthcare sector
  • Financial services
  • Telecommunication providers
  • Retail stores
  • Chart: Major Market Segmentation for the Global Advertising Agencies Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Competitive Landscape
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Purchases
  • Wages
  • Rent, utilities and marketing
  • Other
  • Chart: Cost Structure Benchmarking – Sector vs Global Advertising Agencies

  • Basis of Competition
  • Internal Competition
  • External Competition

  • Barriers to Entry
  • Table: Barrier to Entry Checklist for the Global Advertising Agencies Industry

  • Industry Globalization
    Major Companies
    Omnicom Group Inc.WPP plcThe Interpublic Group of Companies Inc.
  • Table: Omnicom Group Inc. - financial performance
  • Table: WPP plc - financial performance
  • Table: The Interpublic Group of Companies Inc. - financial performance

  • Operating Conditions
    Capital Intensity
  • Chart: Level of Capital Intensity for the Global Advertising Agencies Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Key Statistics
    Table: Industry Data for the Global Advertising Agencies Industry
  • Industry Revenue (2007-2021)
  • Industry Gross Product (2007-2021)
  • Establishments (2007-2021)
  • Businesses (2007-2021)
  • Employment (2007-2021)
  • Wages (2007-2021)
  • Global advertising expenditure (2007-2021)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Jargon & Glossary
  • An advertising strategy that uses direct means of communication (rather than mass media), such as direct mail or e-mail, and incentives such as coupons, competitions and price discounts.
  • Digital Agencies
  • An agency that provides creative and technical development of internet (and mobile device) based marketing campaigns.
  • New Media
  • Digital media formats including online, cell phones and other digital devices.
  • Traditional Media
  • Media formats including TV, radio, newspapers, magazines and billboards.
  • Viral Marketing
  • Refers to marketing techniques that use social networks and other technologies to increase brand awareness or achieve other objectives.
  • Why buy this report?

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Global Advertising Agencies:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Global Advertising Agencies market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Global Advertising Agencies, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

    Join IBISWorld today