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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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.

2020 Trends – IAB Europe Brand Advertising Topics |

Research Services

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.

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.

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.