Summary

The global communications agency market is on an upward trajectory, with particular growth driven by digitization and the shift to digital marketing skills. In 2023, according to data from major companies, the global market would grow by 4.4 percent to 946 billion. The following year is expected to see a growth rate parts to crica double, +8.2 percent, amounting to more than $1 trillion.

Trends in the Italian market

The industry is characterized by a clear trend toward digitization, supported by the need to constantly adapt to new market trends. Demand for digital skills is around 30 percent, reflecting a shift toward content creation and digital marketing as core skills.

Turnover in the "public relations and communications" sector exceeded 1 billion euros, reflecting a positive trajectory. The "advertising agencies" sector is even more profitable, increasing from 5 to over 8 billion euros in recent years.

Public relations firms have increased by about 7 percent, while advertising agencies have grown by about 24 percent. This expansion is also reflected in employment, which has increased by nearly 50 percent.

Geographically, the concentration of these firms is greatest in northern Italy, particularly in the northwest. This regional asymmetry highlights the need for a nuanced approach to market entry and expansion for budding communication entrepreneurs.

Studying the Italian digital landscape we note the dominance of Internet advertising, which holds almost half of the market share and is growing at a modest but steady pace.

Some of the companies analyzed

GroupM/WPP: GroupM operates under the umbrella of WPP. As a market leader, it offers a holistic service that includes media investment management, helping brands maximize the effectiveness and impact of their advertising.
OMD/Omnicom: Part of the Omnicom family, OMD has earned a prestigious reputation for its media communications strategies. It combines analysis and creative strategy to deliver compelling campaigns that resonate with audiences around the world.
Dentsu International: Originating in Japan and spreading around the world, Dentsu has evolved into a powerhouse that manages to combine a sense of local culture with a global outlook, becoming a reference point for many international brands seeking to make inroads in various markets.
Zenith: a member of the Publicis Group, Zenith specializes in data-driven, consumer-centric strategies that result in effective and measurable campaigns.
Mediaplus(Serviceplan Group): Mediaplus has achieved significant results, with an impressive growth rate.
UM from IPG Mediabrands: UM leverages the power of its media intelligence and innovative technologies to connect brands with their target audiences in the most relevant and engaging ways.

the communications agency market - Italy

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Number of pages : 30 pages
Format : Digital and PDF versions
Last update : 22/01/2024

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Summary and extracts

1 Market Overview

1.1 Definition and presentation

Communications agencies are defined as all those companies whose purpose is to provide ad hoc services for the design, implementation and monitoring of advertising and promotional campaigns.To carry out these operations, a communication agency must have several skills, including strategic, analytical and finally creative ones.There are different types of communication agencies, among them we recognize:

Advertising agencies
The marketing and web marketing agencies
The inbound marketing agencies

Globally, the market for communication agencies can be described as growing.The market value is projected to reach $455.38 billion by 2025, growing at a CAGR of 6.9%.

In Italy, the communication agency market is also to be seen as growing steadily. In 2019, a growth of 5% in terms of turnover and 6% in terms of employment could be observed.

In Italy, this sector is defined as very dynamic and evolving.

The most important communication agencies that are also based in Italy are: DDB (Omnicom Group), Ogilvy (WPP Group), Publicis, Leo Burnett (Publicis Groupe), Film Master, J. Walter Thompson (WPP Group), Armando Testa, etc.

In the Italian territory, however, there is also a very strong presence of agencies that fall into the category of small and medium-sized companies (about 89% of these agencies).

One of the main trends within this market is definitely that of digitization of operations and content produced by agencies. In fact, to work in this sector the percentage of digital skills required is about 30 percent. Some of the most important skills are those typical of a content creator, such as creating content used for digital marketing.

Another key aspect that everyone who wants to enter this industry must take into consideration is the essentiality of continuously adapting to new trends in the market. In order to stay abreast of new trends, it is necessary to invest in ongoing staff training.

2 Demand analysis

3 Market structure

4 Supply analysis

5 Regulations

6 Positioning of actors

List of charts

Overall advertising expenditure
Sales of the world's largest advertising groups
Expected share of global growth
Communication market turnover
Turnover of the "Public Relations and Communication" sector.
Turnover of the "Advertising Agencies" sector
Year of establishment of enterprises
Number of enterprises and employees in the "Public relations and communication" sector
Number of enterprises and employees in the "Advertising agencies" sector
Main activities carried out on the Internet
Main activities carried out on the Internet by age group
Top 5 sectors for advertising investment growth
Performance of major television channels
Turnover from magazine and periodical publishing
Annual change in advertising revenue in magazines, by periodicity
Digital marketing techniques judged most effective by marketers
Creators' attitude to follow regulation
The main reasons that prevent the creation of Influencer Marketing campaigns
Production value of advertising companies
Breakdown of activities practiced by advertising agencies

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Latest news

PFIZER OUTSOURCES GLOBAL CREATIVE ACCOUNT TO PUBLICIS: IPG RETAINS PR AND MEDICAL ASSIGNMENTS - 28/03/2024

Just 10 months after conferring its communications activities to FCB and IPG Health, Pfizer has transferred creative assignments from Interpublic Group to Publicis.
IPG retains the PR and health assignment for Pfizer, while Publicis fully integrates creative into its structure that already includes data, media and production.
As of May, the value of the assignment awarded to IPG for global creative management and Publicis Groupe for media planning and buying was $1.41 billion, covering more than 30 markets.
Pfizer spent $3.7 billion on advertising in 2023, up from $2.8 billion in 2022.
Pfizer's revenue in 2023 was $58.5 billion, marking a 41 percent decline from 2022's record revenue of $100.3 billion.

SPOTIFY ENTRUSTS GLOBAL MEDIA TO PUBLICIS ONEVIBE - 12/03/2024

In mid-2023, Spotify entrusted its global media strategy to Publicis Media.
Publicis Media created a bespoke team, Publicis OneVibe, to manage the Spotify client.
Spotify's previous partner was agency Interpublic Group UM, which had held the business since 2017.
The official handover from Interpublic Group UM to Publicis Media is scheduled for June 2023.
The assignment given to Publicis Media includes media management on a global and regional basis and support for performance marketing activities. However, social performance investments will continue to be managed by Spotify's in-house team.
Spotify operates in more than 180 markets and has more than 602 million users.
In 2023, Spotify spent about $240 million on "measured media," according to data provided by COMvergence, a media intelligence firm.

Spotify entrusts global media to Publicis Groupe after tender. Assignment awarded to OneVibe - 11/03/2024

Publicis Groupe.

CEO in Italy: Roberto Leonelli.
Name of the unit created: Publicis OneVibe.
Main client: Spotify.
Managed activities: media at international and local level, performance marketing.
Previous manager: UM, until 2017.
In-house management of Spotify: investments in social performance.
Spotify users: over 602 million in over 180 markets.
Spotify's investment in media assets in 2023: about $240 million.

PUBLICIS GROUPE UNVEILS ITS STRATEGY ON AI AND INVESTS 300 MILLION EUROS TO BECOME AN "INTELLIGENT SYSTEM COMPANY - 25/02/2024

Publicis Groupe embarked on its transformation into a platform 6 years ago, with the goal of becoming an "irreplaceable partner for customer transformation." A third of the group's revenues-through Sapient and Epsilon-come from data and AI-related activities, involving 45 thousand engineers, IT consultants, and data specialists.
The current strategy aims to become an "Intelligent System Company" with CoreAI at its core. CoreAI will unify 2.3 billion profiles globally, trillions of data points on content, media, and business performance, plus the assets of Marcel and the expertise of Publicis Sapient. This pursues the goal of working in five areas: insights for marketing strategies and plans, media planning, creative and content production, software and digital product development, and improving group operations and client management system.
Publicis has allocated 300 million euros over the next three years to fund this transition, of which 100 million euros will be invested in 2024 allocated half for training and recruitment and another half for technology. - For 2023, Publicis Groupe reported organic growth of +6.3 percent, exceeding estimates that ranged from +5.5 percent to +6 percent. One-third of revenues came from media, one-third from data & tech (with Epsilon up +10% for the year), and one-third from creative. Geographically, Europe saw +10.3% growth in 2023, while the United States, which accounts for 60% of revenues, grew +5% in the year.

CTV, TEADS SIGN EXCLUSIVE PARTNERSHIP FOR NATIVE DISPLAY ADS ON HISENSE SMART TVS - 06/02/2024

**Teads and Vidaa Partnership**: Teads has announced a new international partnership with Vidaa, Hisense's smart TV operating system. This partnership is world-class and allows Teads to expand its reach on native display CTV (Connected TV) inventory.
**Impact of Partnership**: It provides Teads with direct advertising opportunities by enabling ads on the home screens of smart TVs using the Vidaa system, thereby increasing the reach of Teads' advertising partners.
**Benefit Statement**: Jeremy Arditi, Co-Ceo of Teads, highlights how the partnership increases Teads' global CTV coverage, enhancing omnichannel content offerings and simplifying ad buying across digital and TV platforms. Guy Edri, CEO of Vidaa USA, emphasizes the platform's goal of sustainable growth, benefiting from partnerships like the one with Teads.
**Global Expansion and Measurement Strategies**: The partnership follows the expansion of Teads' CTV offering into multiple countries, including Australia, India, New Zealand and South Korea, as well as previous launches in other major nations. Teads partners with companies such as Kantar, Comscore, and TVision to develop reliable measurement solutions, offering insights and performance metrics.
**Developments and Potential of CTV**: There is an emphasis on the potential of CTV as demonstrated in the "Teads Tech Themes 2024" report, highlighting an ROI of advertising on CTV that exceeds that of linear TV. The report indicates that a 70% of respondents perceived a "much better" or "slightly better" ROI from CTV compared to traditional TV. In addition, the 67% increase in unided brand recall through an omnichannel approach effectively combines CTV and mobile advertising.

Havas leaves Vivendi's fold and jumps into the deep end - 14/12/2023

Havas is expected to be relisted within twelve to eighteen months.
The enterprise value of Havas is estimated at between 2.5 and 2.8 billion euros.
Last summer, Havas acquired a majority stake in the creative agency Uncommon for several tens of millions of euros.
Havas is a major player in France and the UK.
Havas is expected to generate sales of around 2.8 billion euros in 2023.
Havas generates 35% of its revenues in the United States, compared with nearly 60% for the Anglo-Saxon giants and Publicis.
Havas' operating margin is just over 11%, compared with a range of 15% to 18% for WPP, IPG, Omnicom and Publicis.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Publicis Web Performance

Nielsen

WPP

Omnicom Media group France

Havas Groupe (Groupe Vivendi)

Teads Italia s.r.l

Incentive Promomedia s.r.l

Hearts & Science s.r.l

Starcom Mediavest Group Italia s.r.l

Publicis s.r.l

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