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MARKET OVERVIEW

1.1 Definition and scope of study

Communication 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.

In order 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:

·      Pure advertising agencies;

·      Marketing and web marketing agencies;

·      Inbound marketing agencies.

Globally, the market for communication agencies can be described as growing. 

The market value is expected to reach $455.38 billion by 2025, growing at a CAGR of 6.9%. 

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

In Italy, this sector is defined as very dynamic and constantly 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 Italy, however, there is also a very strong presence of agencies that fall into the category of small and medium-sized companies (around 89% of these agencies). 

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

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

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
  • Permanent watch

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.

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Pierre D.

Analyst

Pierre D.

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Arnaud W.
Linkedin logo

Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
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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

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Imane E.

EDHEC

Imane E.

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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.