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MARKET OVERVIEW

1.1 Definition and scope of study

The term "advertising agency" refers to the type of company that deals with the planning and creation of advertising campaigns. Advertising agencies offer a wide range of services in the field of communication: advertising consultancy, marketing consultancy, digital marketing services, media management, campaign development and management, and branding. In everyday language, given the large number of services offered not only related to advertising, the term 'communication agencies' is used. 

Globally, the global market for advertising agencies is expected to grow from $317.63 billion in 2020 to $348.4 billion in 2021 and is estimated to reach $455.38 billion in 2025 with a CAGR of 6.9%. 

As far as the Italian market is concerned, it is characterized by a strong presence of micro and medium-sized enterprises, mainly located in Northern and Central Italy. The year 2020, due to the pandemic, saw heavy losses within the sector (-11% in total value compared to the previous year). Despite this slump, a rapid post-pandemic recovery is expected due to the increase of advertising agencies specializing in the digital world. According to 2018 data released by the “Camera di Commercio” in Italy there are 36 thousand communication companies with 180 thousand operators.

Future trends in the advertising agency market will be to make greater use of artificial intelligence and machine learning to make the process of data collection and analysis leaner and faster. In addition, many agencies are specializing in 'digital advertising', which involves the use of social networks and other online platforms, increasingly sidelining traditional advertising media. Finally, a trend that communication agencies are leveraging is that they are increasingly offering not only advertising services, but also general brand management consulting. 

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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Method

Data
Analysts 1 sector analyzed
in 40 pages
Method
Control

Analysts

  • Top Universities
  • Expert opinion

Data

  • Databases
  • Press
  • Company reports

Control

  • Continuously updated
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Method

  • Synthetic structure
  • Standardized charts

Analysts

Hugo Schott

chargé d'études économiques, Xerfi

Hugo Schott

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

Robin C. logo 1 Robin C. logo 2
Pierre D.

Analyst

Pierre D.

Pierre D. logo 1 Pierre D. logo 2
Arnaud W.
Linkedin logo

Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
Linkedin logo

Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

Héloise Fruchard logo 1 Héloise Fruchard logo 2
Imane Essadiq

EDHEC

Imane Essadiq

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.