Future of the Agency

What is the agency of the future? Explore the frontiers of forecasting, new business models, and technologies with us.

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Zenith Advertising Expenditure Forecasts-September 2019 |

Zenith predicts global ad spend will grow 4.4% in 2019, reaching $640 billion. As for the U.S., ad expenditures are expected to increase 5.7% in 2019, 4.9% in 2020, and 5.4% in 2021.

MAGNA Advertising Forecasts |

4A's Member

MAGNA releases its most recent ad forecasts. Top global and U.S. findings are featured.

2019 Tech Trends Report

Research Services

The Future Today Institute forecasts emerging technology trends that will influence the advertising, public relation, media, and journalism industries in the year ahead.

4A’s Releases Report: “The Quantum Age of Marketing”

4A’s Releases Report on Adapting Your Business to Change for Today and Tomorrow   The 4A’s today releases The Quantum Age of Marketing: How to Future-Make Yourself and Your Business In An Era of Rapid Change. In today’s “quantum age of marketing,” the advances of technology are rapidly evolving, impacting every area of our lives […]

Media 2020 and Beyond: Key Findings |

MediaSense surveyed senior marketers and interviewed industry leaders around the globe to learn how they are preparing for the future media ecosystem.

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.

GroupM Updates 2019 Worldwide Advertising Forecast |

Research Services

GroupM has released its latest forecast of global ad spend across more than 60 territories through the end of 2019 and into 2020.

Dentsu Aegis Global Ad Spend Forecasts – June 2019 |

Research Services

Dentsu Aegis estimates that global ad expenditures will grow 3.6% in 2019 to reach $609.9 billion. In the US, ad spend is expected to grow 3.1% to $223.8 billion.

BenchPress Agency Survey 2019

Research Services

The Wow Company has released the 2019 agency benchmark report resulting from its annual survey of independent agency owners in the UK. Topics include growth rates, confidence levels, amount of time owners spend working, cash flow/invoicing/collecting payments, new business, and networking tips.

State of the Industry Report 2019 |

Research Services

Prospect and PublicAffairsAsia share the findings from their annual survey of practitioners in the communications and corporate affairs industry in Asia Pacific.

Insights from 4A’s Research | Where the Agency Jobs Are

Marsha Appel, SVP, 4A’s Research uses her expertise in government data to examine the most current employment data for advertising, marketing, and public relations firms to rank the top cities for agency employment. Reasons behind changes in rankings, impact of the recession, and a look towards the future of agency employment are included in this article

Advertising Expenditures in Japan |

Research Services

Dentsu reports that 2018 advertising expenditures in Japan have increased 2.2% over last year. Read more here to see ad spend figures for 2014-2018, plus a breakdown of statistics by traditional media, Internet, promotional media, and by industry.

New Year Outlook | 2019 Survey Report |

RSW/US explores the biggest challenges facing ad agencies from the perspectives of both marketers and ad agencies.

Outlook for Agency Holding Companies |

Research Services

Brian Wieser of Pivotal Research Group provides perspective on the outlook for agency holding companies.

Media Predictions 2019

Kantar discusses media and digital predictions for 2019.