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 percent 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.
1.2 Booming global market
Global advertising spending was more than $*** billion in ****, according to Zenith Forecasts estimates, up +**% from the **** global downturn caused by the crisis, which severely affected business confidence and available capital. The global advertising market grew at a CAGR of +*% during ****-****.
Forecasts indicate that this growth is expected to continue until ...
1.3 The European market is led by the three main players
The dynamism of the communications market in Europe is mainly due to three major countries: the United Kingdom, Germany, and France, in that order.
In ****, the total communication market was worth £**.** billion in the UK.
Chiffre d'affaires du marché de la communication Europe de l'ouest, ****-****, milliards de dollars Source: ****
1.4 The Italian market
We refer here to two ATECO headings, one refers to **.** "Public relations and communication" and includes:
activities on behalf of third parties aimed at improving the public image of an organization or business, press office activities on behalf of third parties the promotion of the local economy.
We can see in ...
2.1 The decline of television and the main interventionists
In the Nielsen **** report, data on the performance of the media industry in Italy were released. The report's results regarding demand for advertisements are very positive: **** recorded +*.*% compared to ****, so very important data for the recovery of the business. Regarding specifically, the businesses that grew the most are:
Sectors that grew ...
2.2 Italians and their relationship to the Internet
For many advertisers, communication takes place via the Internet. These are advertising campaigns via e-mail (***) or on video and audio platforms such as YouTube and Spotify.
it is therefore interesting to analyze the relationship of Italians with the Internet, in the graph below. We see that Italians' online habits have changed ...
2.3 Demand trend: the decline of advertisers' investment in print media
The following data are for the activity registered under ATECO **.** Publishing of magazines and periodicals. We immediately note a fairly sharp decline since ****: the sector's national turnover has fallen from €**** million in **** to €**** million in ****, experiencing a -**% change in only * years.
Chiffre d'affaires de l'édition de magazines et périodiques Italie, ...
2.4 Demand trend: the influencer market and digital
Most popular social media
In ****, Hootsuit compiled a list of the most popular social media by users on the Internet worldwide. The most popular by number of users are:
Facebook YouTube WhatsApp Facebook messenger WeChat Instagram
These six have more than * billion users. Despite this ranking, the preferred outreach channel forItalian ...
3.1 Industry enterprises in Italy: how many, where and what are they?
Let us analyze as explained earlier the structures of two Italian sectors, the first recorded under **.** "Public relations and communication" and the second under **.** "Advertising agencies."
The structure of the first sector remains stable through the years : from ***** employed in **** we go to ***** in **** (***).
Number of enterprises and employees in the ...
3.2 Production of advertising companies
Advertising production is a market that has been little affected by the Covid-** crisis: in fact, the value of production has increased sharply in recent years. In ****, production reached a value of **.* billion euros. the time when this market was most in crisis was in ****, during the real estate crisis.
3.3 The organization of a communications agency
Working in a communications or advertising agency offers different types of jobs, which can then lead to different job titles. The main ones are:
Account Manager: is a figure who manages clients in the post-sales phase, also manages the advertising budget and accounting of the agency. Account Executive: is a figure ...
4.1 The opening of a communications or advertising agency
To practice in the world of communications and advertising there are no specific educational requirements required by law, however, for a successful and functioning business it is advisable to have certain characteristics, for example:
Follow an appropriate educational background (***) Keep up to date (***) on digital media Know the industry well and ...
4.2 Prices charged in the market
The following table lists the different services offered by communication and advertising agencies and their prices, in a non-exhaustive manner.
5.1 The legal regulation of advertising
As seen during the study, advertisements are broadcast on different platforms: television, radio, online, in digital form... For this reason, the rules governing their use and dissemination are different and specific to each platform. Nevertheless, there are rules to follow:
Penal Code rules to prohibit advertising abuses regarding images broadcasts, which ...
6.1 Segmentation of actors
Presented in the table below are the advertising agencies that had the highest return on investment in Italy. This indicator provides insight into the return on investment made.
- Groupe Publicis (Publicis Web Performance)
- Havas Groupe (Groupe Vivendi)
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Publicado en 01/08/2022 by Clement Girard
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