Buy the full study
Summary of our market study
to understand this market
Detailed content of our market study
Inforamtion
- Number of pages : ~ 40 pages
- Format : Digital and PDF versions
- Last update :
Summary and extracts
1 Market Overview
1.1 Definition and presentation
Communications agencies are defined as all those companies whose purpose is to provide ad hoc services for the design, implementation and monitoring of advertising and promotional campaigns.To carry out these operations, a communication agency must have several skills, including strategic, analytical and finally creative ones.There are different types of communication agencies, among them we recognize:
- Advertising agencies
- The marketing and web marketing agencies
- The inbound marketing agencies
Globally, the market for communication agencies can be described as growing.The market value is projected to reach $455.38 billion by 2025, growing at a CAGR of 6.9%.
In Italy, the communication agency market is also to be seen as growing steadily. In 2019, a growth of 5% in terms of turnover and 6% in terms of employment could be observed.
In Italy, this sector is defined as very dynamic and evolving.
The most important communication agencies that are also based in Italy are: DDB (Omnicom Group), Ogilvy (WPP Group), Publicis, Leo Burnett (Publicis Groupe), Film Master, J. Walter Thompson (WPP Group), Armando Testa, etc.
In the Italian territory, however, there is also a very strong presence of agencies that fall into the category of small and medium-sized companies (about 89% of these agencies).
One of the main trends within this market is definitely that of digitization of operations and content produced by agencies. In fact, to work in this sector the percentage of digital skills required is about 30 percent. Some of the most important skills are those typical of a content creator, such as creating content used for digital marketing.
Another key aspect that everyone who wants to enter this industry must take into consideration is the essentiality of continuously adapting to new trends in the market. In order to stay abreast of new trends, it is necessary to invest in ongoing staff training.
1.2 Booming global market
Global advertising spending was over $*** billion in ****, according to Zenith Forecasts estimates, up +**% from the **** global downturn caused by the crisis, which severely affected business confidence and available capital. The global advertising market grew at a CAGR of +*% during ****-****.
The global advertising market can be estimated at $*** billion in ****, considering ...
1.3 The European market
The dynamism of the communications market in Europe is mainly due to three major countries: the United Kingdom, Germany, and France, in that order.
In ****, the total communication market was worth £**.** billion in the UK.
Chiffre d'affaires du marché de la communication Europe de l'ouest, ****-****, milliards de dollars Source: ****
While ...
1.4 The Italian market
We refer here to two ATECO headings, one refers to **.** "Public relations and communication" and includes:
activities on behalf of third parties aimed at improving the public image of an organization or business, press office activities on behalf of third parties the promotion of the local economy.
We can see in ...
2 Demand analysis
2.1 The advertising media
At the end of ****, the Italian advertising market, including sales on TV, Print, Internet Media, Radio and Out of Home, reached a total value of *.* billion euros, slightly growing (***) compared to ****.
Within this landscape, the Internet increasingly confirms its market leadership with a **% share and +*% growth over ****; followed by TV (***).
In ...
2.2 Italians and their relationship to the Internet
For many advertisers, communication takes place via the Internet. These are advertising campaigns via e-mail (***), or on video and audio platforms such as YouTube and Spotify.
it is therefore interesting to analyze the relationship of Italians with the Internet. Internet users in Italy are about **.** million, thus**.* percent of the ...
2.3 Demand trend: the decline of advertisers' investment in print media
The following data are related to the activity registered under ATECO **.** Publishing of magazines and periodicals. We immediately notice a fairly sharp decline since ****: the national turnover of the sector has fallen from **** million euros in **** to **** million euros in ****, experiencing a change of -**% in only * years.
Despite the overall ...
2.4 Demand trend: the influencer market and digital
Most used social media
The study of the **th Censis report on communication shows that the most popular and widely used social platform in Italy is WhatsApp. The popular messaging app is used by **.* percent of respondents. A figure that is not surprising given the absolute predominance that instant messaging has ...
3 Market structure
3.1 Industry enterprises in Italy: how many, where and what are they?
Let us analyze as explained earlier the structures of two Italian sectors, the first recorded under **.** "Public relations and communication" and the second under **.** "Advertising agencies."
The structure of the first sector remains stable through the years : from ***** employed in **** we go to ***** in **** (***).
In **** there is a considerable increase of ...
3.2 Production of advertising companies
Advertising production is a market that has been little affected by the Covid-** crisis: in fact, the value of production has increased sharply in recent years. In ****, production reached a value of **.* billion euros. The time when this market was most in crisis was in ****, during the housing crisis.
Production value ...
3.3 The organization of a communications agency
Working in a communications or advertising agency offers different types of jobs, which can then lead to different job titles. The main ones are:
Account Manager: is a figure who manages clients in the post-sales phase, also manages the advertising budget and accounting of the agency. Account Executive: is a figure ...
4 Supply analysis
4.1 The opening of a communications or advertising agency
To practice in the world of communications and advertising there are no specific educational requirements required by law, however, for a successful and functioning business it is advisable to have certain characteristics, for example:
Follow an appropriate educational background (***) Keep up-to-date (***) on digital media Know the industry well and have contacts ...
4.2 Prices charged in the market
The following table lists the different services offered by communication and advertising agencies and their prices, in a non-exhaustive manner.
Each agency may have its own range of services, so it is possible that more specific services are offered and that the range of services is broader. In addition, rates vary ...
5 Regulations
5.1 The legal regulation of advertising
As seen during the study, advertisements are broadcast on different platforms: television, radio, online, in digital form... For this reason, the rules governing their use and dissemination are different and specific to each platform. Nevertheless, there are rules to follow:
Penal Code rules to prohibit advertising abuses regarding images broadcasts, which ...
6 Positioning of actors
6.1 Segmentation of actors
The following are the main advertising agencies (***) in Italy by revenue value.
Source: ****
- Publicis Web Performance
- Nielsen
- WPP
- Omnicom Media group France
- Havas Groupe (Groupe Vivendi)
- Teads Italia s.r.l
- Incentive Promomedia s.r.l
- Hearts & Science s.r.l
- Starcom Mediavest Group Italia s.r.l
- Publicis s.r.l
List of charts presented in this market study
- Overall advertising expenditure
- Sales of the world's largest advertising groups
- Expected share of global growth
- Communication market sales
- Turnover of the "Public Relations and Communication" sector.
All our studies are available online in PDF format
Take a look at an example of our research on another market!
Latest news
Havas launches 400 million euro investment plan - 19/06/2024
- Havas employs 23,000 people worldwide.
- - Publicis: $8.1 billion to acquire Sapient and Epsilon.
- - IPG: $2.3 billion for Acxiom.
- - Dentsu: 1.5 billion for Merkle.
- - Omnicom: $835 million for Flywheel Digital.
- - Recent acquisition by Havas: Majority stake in creative agency Uncommon
PFIZER OUTSOURCES GLOBAL CREATIVE ACCOUNT TO PUBLICIS: IPG RETAINS PR AND MEDICAL ASSIGNMENTS - 28/03/2024
- Just 10 months after conferring its communications activities to FCB and IPG Health, Pfizer has transferred creative assignments from Interpublic Group to Publicis.
- IPG retains the PR and health assignment for Pfizer, while Publicis fully integrates creative into its structure that already includes data, media and production.
- As of May, the value of the assignment awarded to IPG for global creative management and Publicis Groupe for media planning and buying was $1.41 billion, covering more than 30 markets.
- Pfizer spent $3.7 billion on advertising in 2023, up from $2.8 billion in 2022.
- Pfizer's revenue in 2023 was $58.5 billion, marking a 41 percent decline from 2022's record revenue of $100.3 billion.
SPOTIFY ENTRUSTS GLOBAL MEDIA TO PUBLICIS ONEVIBE - 12/03/2024
- In mid-2023, Spotify entrusted its global media strategy to Publicis Media.
- Publicis Media created a bespoke team, Publicis OneVibe, to manage the Spotify client.
- Spotify's previous partner was agency Interpublic Group UM, which had held the business since 2017.
- The official handover from Interpublic Group UM to Publicis Media is scheduled for June 2023.
- The assignment given to Publicis Media includes media management on a global and regional basis and support for performance marketing activities. However, social performance investments will continue to be managed by Spotify's in-house team.
- Spotify operates in more than 180 markets and has more than 602 million users.
- In 2023, Spotify spent about $240 million on "measured media," according to data provided by COMvergence, a media intelligence firm.
Spotify entrusts global media to Publicis Groupe after tender. Assignment awarded to OneVibe - 11/03/2024
Publicis Groupe.
- CEO in Italy: Roberto Leonelli.
- Name of the unit created: Publicis OneVibe.
- Main client: Spotify.
- Managed activities: media at international and local level, performance marketing.
- Previous manager: UM, until 2017.
- In-house management of Spotify: investments in social performance.
- Spotify users: over 602 million in over 180 markets.
- Spotify's investment in media assets in 2023: about $240 million.
PUBLICIS GROUPE UNVEILS ITS STRATEGY ON AI AND INVESTS 300 MILLION EUROS TO BECOME AN "INTELLIGENT SYSTEM COMPANY - 25/02/2024
- Publicis Groupe embarked on its transformation into a platform 6 years ago, with the goal of becoming an "irreplaceable partner for customer transformation." A third of the group's revenues-through Sapient and Epsilon-come from data and AI-related activities, involving 45 thousand engineers, IT consultants, and data specialists.
- The current strategy aims to become an "Intelligent System Company" with CoreAI at its core. CoreAI will unify 2.3 billion profiles globally, trillions of data points on content, media, and business performance, plus the assets of Marcel and the expertise of Publicis Sapient. This pursues the goal of working in five areas: insights for marketing strategies and plans, media planning, creative and content production, software and digital product development, and improving group operations and client management system.
- Publicis has allocated 300 million euros over the next three years to fund this transition, of which 100 million euros will be invested in 2024 allocated half for training and recruitment and another half for technology. - For 2023, Publicis Groupe reported organic growth of +6.3 percent, exceeding estimates that ranged from +5.5 percent to +6 percent. One-third of revenues came from media, one-third from data & tech (with Epsilon up +10% for the year), and one-third from creative. Geographically, Europe saw +10.3% growth in 2023, while the United States, which accounts for 60% of revenues, grew +5% in the year.
CTV, TEADS SIGN EXCLUSIVE PARTNERSHIP FOR NATIVE DISPLAY ADS ON HISENSE SMART TVS - 06/02/2024
- **Teads and Vidaa Partnership**: Teads has announced a new international partnership with Vidaa, Hisense's smart TV operating system. This partnership is world-class and allows Teads to expand its reach on native display CTV (Connected TV) inventory.
- **Impact of Partnership**: It provides Teads with direct advertising opportunities by enabling ads on the home screens of smart TVs using the Vidaa system, thereby increasing the reach of Teads' advertising partners.
- **Benefit Statement**: Jeremy Arditi, Co-Ceo of Teads, highlights how the partnership increases Teads' global CTV coverage, enhancing omnichannel content offerings and simplifying ad buying across digital and TV platforms. Guy Edri, CEO of Vidaa USA, emphasizes the platform's goal of sustainable growth, benefiting from partnerships like the one with Teads.
- **Global Expansion and Measurement Strategies**: The partnership follows the expansion of Teads' CTV offering into multiple countries, including Australia, India, New Zealand and South Korea, as well as previous launches in other major nations. Teads partners with companies such as Kantar, Comscore, and TVision to develop reliable measurement solutions, offering insights and performance metrics.
- **Developments and Potential of CTV**: There is an emphasis on the potential of CTV as demonstrated in the "Teads Tech Themes 2024" report, highlighting an ROI of advertising on CTV that exceeds that of linear TV. The report indicates that a 70% of respondents perceived a "much better" or "slightly better" ROI from CTV compared to traditional TV. In addition, the 67% increase in unided brand recall through an omnichannel approach effectively combines CTV and mobile advertising.
Companies quoted in this study
This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :
Choosing this study means :
Access to more than 35 hours of work
Our studies are the result of over 35 hours of research and analysis. Using our studies allows you to devote more time and added value to your projects.
Benefit from 6 years' experience and over 1,500 industry reports already produced
Our expertise enables us to produce comprehensive studies in all sectors, including niche and emerging markets.
Our know-how and methodology enable us to produce reports that offer unique value for money.
Access to several thousand articles and paid-for data
Businesscoot has access to all the paid economic press as well as exclusive databases to carry out its market research (over 30,000 articles and private sources).
To enhance our research, our analysts also use web indicators (semrush, trends, etc.) to identify market trends and company strategies. (Consult our paying sources)
Guaranteed support after your purchase
A team dedicated to after-sales service, to guarantee you a high level of satisfaction. +44 238 097 0676
A digital format designed for our users
Not only do you have access to a PDF, but also to a digital version designed for our customers. This version gives you access to sources, data in Excel format and graphics. The content of the study can therefore be easily retrieved and adapted for your specific needs.
Our offers :
the communications agency market | Italy
- What are the figures on the size and growth of the market?
- What is driving the growth of the market and its evolution?
- What is the positioning of companies in the value chain?
- Data from several dozen databases
5 reports pack (-15%) IT Italy
- 5 reports at €75.6 excluding VAT per study to choose from our Italian catalogue for 12 months
- Save 15% on additional studies purchased
- Choose to be refunded any unused credit at the end of the 12-month period (duration of the pack)
See the terms and conditions of the pack and the refund of unused credit.
Our customer references
They have consulted our studies
Discover the opinions (+500)
Malcolm Vincent
Astoria Finance
Gregoire de Castelnau
Stags Participations
Timothé Huignard
PWC
Paul-Alexis Kebabtchieff
BCG
Aymeric Granet
Publicis Consultant
interviews & case studies
All interviews and case studies (45)
