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... read more
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.
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