Future of the Agency

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

View All Content Related to the Future of the Agency

Zenith Advertising Expenditure Forecasts-December 2018

Zenith predicts global ad spend will grow 4.5% in 2018, reaching $581 billion. In the U.S, ad expenditures are expected to increase 2.9% in 2019, 3.4% in 2020, and 3.7% in 2021.

MAGNA Advertising Forecasts: Winter 2018 Update

Research Services

MAGNA’s latest global advertising forecast reveals that worldwide ad revenue grew by 7.2% to $552 billion in 2018. In the U.S., expenditures grew 7.5% to $208 billion.

GroupM’s 2019 Ad Forecast: $19 Billion in New Investment, 3.6% Growth

Research Services

GroupM has released its latest worldwide ad spend forecast with a prediction that global ad expenditures will grow 4.3% in 2018 and 3.6% in 2019.

The SoDA Report | Global Digital Outlook

Research Services

SoDA and Forrester feature research digital trends to watch, growth in digital marketing budgets, agency landscape trends, and client-agency relations.

Voice Playbook | The Definitive Marketer’s Guide to Voice

360i created this go-to manual for understanding the complex voice ecosystem and shares what they learned exploring and executing voice.

Garrand Moehlenkamp: The agency model of the future isn’t about WHAT you do. It’s about WHY you do it.

4A's Member

Garrand Mohlenkamp’s Chief Marketing (and Nourishing) Officer Matt Striker, shares his thoughts on the agency model of the future.

2018 Asia Creative Rankings

Research Services

Campaign Brief Asia reveals the top Asian agencies, networks, countries, and creative leaders over the past two years. Rankings are based on the tabulated results of 11 international and regional advertising awards from 22 different shows.

2018 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.

Identity Marketing

Research Services

Marsha Appel, SVP, 4A’s Research Services, explores identity marketing and the implications for ad agencies.

The Face of Talent 2018 Report

In early August, the 4A’s hosted its eighth annual The Face of Talent, recognizing and celebrating a diverse group of aspiring advertising hopefuls from across the 4A’s diversity and inclusion initiatives, along with educators and agency leaders who advocate and champion diversity across the marketing communications industry. It marked the first time the weeklong series of events took place under the banner of the 4A’s Foundation, which recently brought together programs including the Multicultural Advertising Intern Program (MAIP) and its alumni association, the 4A’s scholarship & grant program, and its high school initiatives, including two New York City–based public high schools: the High School for Innovation in Advertising and Media (IAM) and the Manhattan Early College School for Advertising (MECA).

Insights from 4A’s Research | Internet Trends 2018

Research Services

Marsha Appel, SVP Research Services, highlights points from Mary Meeker’s Internet Trends report agencies need to know to succeed.

Dentsu Aegis Global Ad Spend Forecasts – June 2018

Research Services

Dentsu Aegis estimates that global ad expenditures will grow 3.9% in 2018 to $613.5 billion. US ad spend is expected to grow 3.4% and reach $217.3 billion.

The State of Gender Equality in the Media and Marketing Industry in Asia Pacific

Research Services

Campaign Asia-Pacific and Kantar share results of their investigation into gender equality and sexual harassment in the media and marketing industry across the Asia-Pacific region.

eMarketer Releases New Global Media Ad Spending Estimates

Research Services

Check out eMarketer’s latest estimates of media ad expenditures and digital ad spend around the world.

How One Agency Launched a Social Phenomenon

Enter Mobile Stü, a mobile recording studio founded by Mike Boston, that empowers kids to make their voices heard – anytime, anywhere – and express their frustrations, hopes, fears, and dreams in a positive way.