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

Publicis Groupe’s Senior Advisor Rishad Tobaccowala On “The Great Re-Invention” And The Future of Advertising

4A's Member

Rishad Tobaccowala, Senior Advisor to Publicis Groupe, joins Cross Screen Media CEO Michael Beach to share his insights on a range of topics including what the future of advertising looks like and how organizations can thrive in these unprecedented times.

2021 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.

Save Your Agency-Client Relationships from Drowning in the Pandemic Sea

Bruno Gralpois of Agency Mania Solutions writes clients can minimize risks and set a strong foundation for agency-client relations during this tense time by moving away from squeezing and pushing agencies to prioritizing and pulling them up.

4As Agency Financial Roundtable Meeting – (5-27-2020) |

The 4As Agency Financial Committee held a roundtable meeting on May 27, 2020. View the webinar deck here.

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.

Advertising Expenditures in Japan |

Research Services

Dentsu reports that 2019 advertising expenditures in Japan increased 1.9% 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. 

Getting to Equal 2020: The Hidden Valley of Culture Makers

Research Services

Accenture measures people’s perceptions and experiences of their workplaces and identifies the factors that can foster a culture of equality.

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

Research Services

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 |

Research Services

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

Research Services

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

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.

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 […]