History of Advertising

Our industry has a rich history. Explore some of its most notable moments here.

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Advertising Expenditure Forecasts-September 2017

Research Services

Zenith’s latest predictions indicate global ad spend will grow by 4% in 2017, reaching $558 billion by the end of the year. In the U.S., ad spend is expected to stay stable over the next three years, coming in at $190.7 million in 2016 and climbing to $210.6 million in 2019.

Defining Moments in Agency History | The Worst Agency Receptionist Job EVER

Research Services

Become the most interesting person at your next agency happy hour by reading this short history of agency names from Marsha Appel, SVP Research Services.

Defining Moments in Agency History | Agencies Join the Ticker Tape Parade

Research Services

Learn about the big decade of agency IPOs in this piece from Marsha Appel, SVP Research Services.

Evolution of the Advertising Agency Business

Statista created this Giant Chart exclusively for the 4A’s to illustrate changes in the ad agency industry, including agency revenue, growth in employment, and share of ad expenditure by medium.

Defining Moments in Agency History | Birth of the RFP

Research Services

Learn the history behind the RFP in this piece written by Marsha Appel, SVP Research Services.

Defining Moments in Agency History | Evolution of Media Unbundling

4A’s Research is launching a new series focusing on defining moments in agency history. This introductory piece highlights the factors that gave rise to the media agencies of today.

Adland’s Game Changers

Research Services

IPA unveiled its list of people who’ve had a major influence in the UK ad industry over the last 100 years. Check out the game changers here.

A Brief History of Online Advertising

Research Services

HubSpot traces the history of online advertising from 1994 when the first banner ad appeared to 2010-present when marketers began finding value in native ads.

What Killed the Jingle?

Third Party Content

There’s been a serious decline in commercial jingles over the past few years. What’s behind it?

See It & Be It: Ad Agencies Need Young Talent

4A's Member

The young and the creative have been the engine driving advertising agencies for decades. But those who once joined this business with dreams of making the next standout television commercial are no longer drawn to the industry in the same way. Some view advertising as stodgy—who wants to make a 30-second TV commercial when everyone they know is […]

Defining Moments in Agency History | Madison Avenue: Place or Mindset?

Research Services

Read this article series on the history of advertising agencies from Marsha Appel, SVP Research Services, marsha@aaaa.org. Let us know what you think!   The phrase “Madison Avenue” has long been synonymous with the advertising agency business, but what is that based on? Were most agencies concentrated on that single street at one point, or […]

The History and Future of Account Planning

Research Services

A panel of legendary planners commemorates the contribution of planners to the business of advertising. The panelists conveyed key ideas on the state of planning today and its future.