The communications agency market - France
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Study Overview
A communications agency handles all or part of a customer's internal or external communications.
Internal communication: this helps unite employees around the company's values, successes and future objectives. It reinforces the feeling of belonging to the structure through media such as an Internet site, an intranet or dedicated newspapers External communication: this enables the company to promote itself and project a positive image to its target customers. To achieve this, it relies on media such as social networks, poster campaigns, print/TV advertising, sales brochures, etc.
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However, the term "communications agency" can conceal a variety of realities. These structures may operate in communications, but also in advertising and marketing. Very often, these activities are intertwined, as the customer requires several services that the agency is able to provide. As a result, some agencies can handle the entire communications process for their clients, while others have more specific areas of expertise. The world of communications is, by its very nature, a volatile and changing one, which is both trend-setting and conservative, as conformist as it is anti-conformist. In this unstable world, however, the underlying trend is clearly identifiable: social networks are becoming an increasingly important part of lifestyles and consumer choices. Digital advertising revenues are set to rise by 39.6% between 2019 and 2023. After a difficult covid period, communications agencies have been posting sales growth since 2020, until they exceed 2019 revenues in 2022. By 2023, agency sales were 10% higher than in 2019.
Key takeaways
- Growth and sector challenges
- Demand analysis
- Market structure and organization
- Supply and pricing analysis
- Player segmentation
- Latest trends and innovations
Our methodology
Our method combines human expertise and a large corpus of sources, including exclusive and private data, for optimal understanding of the sector
Broad source base
- • National, international, and private databases
- • Professional press and polling institutes
- • Industry reports, company financial statements...
Exclusive data
- • Indexpresse sectoral database
- • Preferred Brands database
- • Expert interviews and proprietary indicators
Human expertise
- • Experienced research analysts
- • Know-how developed through 1500+ studies
- • In-depth and rigorous analysis
Visual and actionable reports
- • Graphic studies with synthetic structure
- • Downloadable data
- • Link to original sources
Sommaire
1. Market overview
- 1.1 Introduction
- 1.2 A global market full of promise for years to come
- 1.4 A domestic market emerging from a period of turbulence
2. Demand analysis
- 2.1 Leading French advertisers
- 2.2 A sacrificed expense item?
- 2.3 Advertising media performance in France
- 2.4 Digital communication trends
- 2.5 CSR budgets and investments
- 2.6 The luxury market
3. Market structure
- 3.1 The different types of communications agency
- 3.2 An increasingly concentrated market
- 3.3 Market trends
- 3.4 Strategic challenges for the value chain
4. Offer analysis
- 4.1 From general agencies to the most specialized
- 4.2 An offering that adapts to the new digital reality
- 4.3 The need to integrate new skills
- 4.4 Price trends
5. Regulations
- 5.1 Advertising regulation and self-discipline
The communications agency market - France
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