The advertising agency market - France

An advertising agency, or communications consultancy (a broader term encompassing a wider field of action, and gradually replacing the former), is a company charged with advising its client, the advertiser, on its commercial communications strategy. This mission can encompass a wide range of activities, from the creation of an advertising campaign to the implementation of a non-media marketing plan. The activity of advertising agencies is included in the INSEE nomenclatures undercode 73.11Z, which covers "the provision of a whole range of services, directly or by subcontracting, in particular consulting, advertising creation and the production of communication materials". This NAF code is the main one considered here; however, the code 73.12Z "régies médias" (media agencies) is not included in the study. The global advertising market is growing, and should continue to do so between 2024 and 2028, with a compound annual growth rate of 5. 1%. Worldwide, the three main advertising groups are WPP, Omnicom Group and Publicis Groupe, a French group. The French market is recovering well from the health crisis, with sales higher than in the pre-crisis period. In addition, between 2015 and 2023, sales for advertising agencies (registered under code 73.11Z) rose by 11.75%. The market must adapt to new advertiser expectations, with demand becoming increasingly demanding and autonomous. In addition, advertisers are increasingly demanding the integration of digital into their advertising campaigns. With the 2024 Olympic and Paralympic Games, French advertising agencies have had to cope with an increase in demand and are likely to do so again during 2024.