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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The Agency’s Guide to Making Money with Analytics

4A's Member

Alight Analytics provides guidance for ad agencies to create a profitable analytics program.

The 2020 Shipping Forecast: Leadership Insights from the New World Talent Survey |

Research Services

The Lighthouse Company shares insights from its annual global survey of more than 600 C-Suite executives in the media, marketing, advertising and technology sectors.

2020 Tech Trends Report

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

Advertising Expenditures in Japan |

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Dentsu reports that 2019 advertising expenditures in Japan increased 1.9% to to 6,938.1 billion yen. Read more here to see ad spend figures for 2015-2019, plus a breakdown of statistics by traditional media, Internet, and promotional media.

2020 Marketing Trends Report |

Research Services

Agency Spotter’s annual report highlights the top marketing trends across 41 marketing services and five trends that will shape the next decade. 

M&A in Advertising, Marketing Services & Marketing Technologies |

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McCracken Advisory Partners provides an overview of the M&A activity in the advertising and marketing industry for the past year.

Dentsu Aegis Global Ad Spend Forecasts – January 2020 |

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Dentsu Aegis estimates that global ad expenditures will grow 3.9% in 2020 to reach $615.4 billion.

New Year Outlook | 2020 Survey Report |

RSW/US highlights marketing trends, challenges, and predictions based on a survey of both marketers and agencies.

Defining Moments in Agency History | In-Housing In-Context

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Marsha Appel, SVP, 4A’s Research looks at the history of house agencies to gain perspective on the current era of in-housing.

2020 Trends – IAB Europe Brand Advertising Topics |

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IAB Europe names its predictions of brand advertising topics for 2020, which include mindful marketing, audio advertising, and personalized experience. Check out the other advertising topics, plus predictions from IAB’s Programmatic Trading Committee and Research Committee.

GroupM Updates Worldwide Advertising Forecast |

4A's Member

GroupM has released its latest forecast of global ad spend across more than 60 territories

MAGNA Advertising Forecasts |

4A's Member

MAGNA’s latest predictions reveal that U.S. ad spend will grow by 5.1% in 2019 to reach $224 billion. As for global, ad expenditures are predicted to grow 5.2% in 2019 to $595 billion.

Zenith Advertising Expenditure Forecasts-December 2019 |

Zenith predicts global ad spend will grow 4.3% in 2020. As for the U.S., ad expenditures are expected to increase 4.8% in 2020, 5.1% in 2021, and 5.4% in 2022.

Media Trends & Predictions 2020

Research Services

Kantar discusses media and digital predictions for 2020.

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 […]