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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Global Ad Spend Forecasts – January 2018

Research Services

Dentsu Aegis estimates that global ad expenditures will grow to $589.5 billion in 2018.

2018 Advertiser/Agency Predictions

What should advertisers and their agencies expect from each other in 2018? Bruno Gralpois of Agency Mania Solutions explores major trends.      

2018 RSW/US New Year Outlook Report

RSW/US’ annual New Year Outlook Survey Report explores biggest challenges facing ad agencies from the perspectives of both marketers and ad agencies.

Media and Digital Predictions 2018

Kantar Millward Brown discusses media and digital predictions for 2018

Advertising Expenditure Forecasts-December 2017

Zenith’s latest predictions indicate global ad spend will grow by 4.1% in 2018, reaching $578 billion by the end of the year. Global ad expenditures are expected to increase by $72 billion between 2017 and 2020, with the US contributing 27% of that amount.

MAGNA Advertising Forecasts

Research Services

MAGNA has released its latest global advertising forecasts indicating that global ad revenue is expected to grow by 5.2% to $535 billion in 2018, while US ad sales will grow 5% to reach $195 billion.

Agency Metrics that Matter

Research Services

SoDA conducted a survey to explore business performance measurement within agencies, production companies and design studios. Topics such as employee turnover rates, budget tracking, promoting and maintaining healthy levels of team and client satisfaction, benchmarking data, and much more are explored. View the summary findings and benchmarking data.

Surviving as an agency according to R/GA

Research Services

Bob Greenberg explains how R/GA stays ahead of other agencies by constantly evolving their agency business model. Greenberg is a firm believer in the disruptive aspect and the need to always keep on moving.

Blurred Lines: The Shift in Media Buying

Third Party Content

The Trade Desk’s VP of Client Services, Kathleen Comer, offers insight on the one major opportunity many media buyers are still missing in their embrace of emerging technologies: the increased effectiveness of a truly holistic media buying approach. By adopting a screen and channel-agnostic approach, buyers can better coordinate messaging and combine cross-channel insights to drive more refined targeting, greater efficiency, and better results. As connected TVs continue to proliferate, media buyers are gaining greater insight into their target audience, along with the unprecedented ability to use data-driven marketing on the big screen. All that’s left for buyers to do is to capitalize on these changes.

Global Mobile Advertising Forecasts

Research Services

Zenith predicts that global mobile ad expenditures will reach $156 billion in 2019, representing 26% of ad spend across all media.

Transforming Yourself & Your Organization for An Age of Re-Invented Marketing

Research Services

Check out Rishad Tobaccowala’s thoughtful presentation to the P&G Alumni Conference on how marketing, media, and consumers continue to transform.

2018 Tech Trend Report

Research Services

The Future Today Institute forecasts emerging technology trends that will influence the advertising and public relation industry, as well as other sectors, in the year ahead.

Agency of the Future: Next-Generation Operating Models for Marketing Agencies

Research Services

PwC’s Strategy& reports on the need for agency holding companies to rethink their organizational structures. The paper details the pros and cons of four next-generation operating models.

How to Rebuild Trust in the Agency-Marketer Relationship

Marketing & Communications

This column by 4A’s President and CEO Marla Kaplowitz originally appeared in Adweek.  

Project [Dis]Connect by the J. Walter Thompson Young Commodores

4A's Member

The J. Walter Thompson Young Commodores – students from Manhattan Early College School for Advertising (MECA), Miami Ad School and City College of New York – had an amazing opportunity to work with the great people from the Discover Outdoors Foundation Kirk Reynolds and Lauren Skonieczny. Throughout the 15-weeks the YC’s stayed in close contact with DOF and led the project from beginning to end.