Industry Analysis & Industry Trends
The Advertising Agencies industry has endured a difficult five years. Since the downturn began in 2008-09, businesses have cut back sharply on advertising expenses, causing revenue to contract in 2008-09 and 2009-10, and limiting it to weak growth in subsequent years. The industry enjoyed a better year in 2012-13 as companies increased their advertising spending to make the most of the London Olympic Games, the Queen's Diamond Jubilee and the European Football Championships. However, industry revenue is expected to decline by 1.2% over the current year and reach £17.5 billion.
The recession has not been solely responsible for the 1.5% compound annual rate of contraction in industry revenue over the past five years... purchase to read more
Industry Report - Industry Key Buyers Chapter
The industry concentration level has increased over the past two decades as there have been many mergers and acquisitions across the global marketing sector. The three largest players are global marketing and communications giants that have emerged from this period of consolidation: WPP, Publicis and Omnicom. These three are now estimated to account for 16.3% of total industry revenue in 2013-14.
The big three firms have all adopted the holding company model, under which they each own hundreds of individual firms across all areas of marketing, from advertising agencies to PR firms, media agencies and market research firms... purchase to read more