"To be sure, $10 billion can go a long way," GroupM Business Intelligence chief Brian Wieser quips, noting: "It took Facebook almost ten years, through 2013 to spend that much in operating
The word "agency" is the most seminal term on Madison Avenue, but now one of the industry's biggest predicts the future will be all about "free agency."
As consumers and industry pros become more reliant on technology than ever, we're also losing trust in it.
With Dentsu weighing in as the last -- and most pessimistic -- of the major agency holding company forecast updates, Madison Avenue's global consensus outlook has dropped to an average 6.2% decline
for 2020, and a 7.3% increase in 2021. For the U.S. ad economy, the consensus outlook drops to -4.4% in 2020 and a 4.3% expansion in 2021.
Wall Street analyst and former Interpublic economic forecaster Brian Wieser is returning to Madison Avenue, this time at WPP. Wieser, who for the past seven years has led ad industry coverage at
equities research firm Pivotal Research Group, has joined WPP's GroupM as global president of business intelligence, reporting to GroupM Global CEO Kelly Clark. GroupM has long prided itself on its
superior marketplace intelligence approach to media investment management, and Wieser has long been regarded as having some of the most sophisticated models for handicapping advertising market
For all the ways marketers target people -- demos, etc. -- character has rarely had a role on Madison Avenue. Until now.
On Friday, "Research Intelligencer" published an analysis calculating the "hourly rate" Madison Avenue pays American consumers via ad-supported media. Today we're following up with a more granular
analysis analyzing the hourly rate based just on the advertising time, extracted from the content.
A nationally representative poll finds only four in ten read only printed books anymore -- a timely insight for us to tease a forthcoming review of a book we currently are reading in analogue form.
Many in the ad world think of "Madison Avenue" -- as defined by the big agency holding companies -- as representing a critical mass of the industry, but a back-of-the-envelope analysis by Research
Intelligencer analysis of some current industry estimates shows that the Big 5 (WPP, Omnicom, Publicis, Interpublic and Dentsu) represent roughly half of all advertising and marketing spending. Our
calculation was derived by adding recently reported 2017 revenues for the five holding companies ($56.096 billion) and factoring them by a multiple of 10 to project gross billings of roughly $570
billion. That's just about half of the $1.225 trillion PQ Media estimates global advertising and marketing revenues were in 2017, indicating that much of the ad industry still is a long-tail
marketplace comprised of smaller marketing and advertising services agencies, or handled in-house.