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Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Industry Structure

INTRODUCTION

FINANCIAL PARAMETERS

ADVERTISING RESEARCH

INTERNATIONAL STRUCTURE

Table 1: Example of Register-MEAL Advertising Monitoring (£000), 1993

Table 2: Example of Target Group Index Research - Penetration and Profile of Bottled Lager ( percent), 1993

Table 3: World's Largest Agency Groups by Income and Billings ($m), 1991 and 1992

Table 4: Europe's Largest Agencies by Income ($m), 1992

Customer Profile

BY INDUSTRY SECTOR

BY ADVERTISER

Table 5: Main Media Advertising Expenditure by Industry Sector ( percent of total and £m), 1980-1993

Table 6: Leading Main Media Advertisers - Holding Companies (£m), 1988-1993

Table 7: Leading Main Media Advertisers - Household and Toiletry Products (£m), 1992 and 1993

Table 8: Leading Main Media Advertisers - Food, Drink and Confectionery (£m), 1992 and 1993

Table 9: Leading Main Media Advertisers - Services and Institutions (£m), 1992 and 1993

Table 10: Leading Main Media Advertisers - Cars and Durables (£m), 1992 and 1993

Table 11: Leading Main Media Advertisers - Retail and Catering (£m), 1992 and 1993

Industry Supply

FULL-SERVICE AGENCIES

OTHER AGENCIES

Table 12: Largest Full-Service Agencies by UK Billings (£m), 1993 and 1994

Table 13: Largest Media Agencies by UK Billings (£m), 1992

Table 14: Largest Below-the-Line Agencies by Turnover (£m), 1993

Table 15: Turnover and Pre-Tax Profits of Largest Agency Groups (£m), 1991 and 1992

Market Size and Trends

OVERVIEW OF ADVERTISING EXPENDITURE

MEDIA ADVERTISING TRENDS

INTERNATIONAL COMPARISONS

Table 16: Advertising Expenditure Overview, 1989-1993

Table 17: Advertising Versus Direct Mail Expenditure (£m), 1989-1993

Table 18: Main Media Advertising Expenditure by Medium (£m), 1989-1993

Table 19: Press Advertising Expenditure by Publication Type ( percent), 1989-1993

Table 20: Radio, Cinema and Outdoor Advertising (£m), 1989-1993

Table 21: International Comparison of Advertising Shares by Media ( percent), 1992

Recent Developments

CORPORATE ACTIVITY

MEDIA AGENCY DEVELOPMENTS

Table 22: WPP Group Divisions ( percent), 1993

Future Prospects

MEDIA FORECASTS

INDUSTRY STRUCTURE DEVELOPMENTS

Table 23: Forecasts of Advertising Expenditure by Main Media ( percent),, 1992-2000

Company Profiles

Company Profiles

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

ICC INFORMATION SOURCES

ICC INFORMATION GROUP LTD

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

The advertising market rose to a value of £9.15bn in 1993, an increase of 4.3 percent on 1992, but growth is still lower than most UK advertising agencies came to expect during the 1980s. Many agencies are still struggling under debts they took on during the period of expansion, and advertising expenditure is no longer growing in line with economic growth as it used to.

The leading agencies in the UK in 1994 were Saatchi & Saatchi Advertising, Ogilvy & Mather, AMV.BBDO, DMB&B and J. Walter Thompson. The UK is home to two of the world's largest advertising agency groups, WPP Group and Saatchi & Saatchi. They operate mainly through large US subsidiaries that were acquired in the 1980s, principally Ogilvy & Mather and J. Walter Thompson (WPP) and Backer Spielvogel Bates (Saatchi & Saatchi). These giants of the US advertising sector have long operated on a worldwide basis.

The WPP and Saatchi groups both offer their clients a variety of non-media marketing services such as market research or public relations through dedicated subsidiaries. Most other UK advertising agencies specialise in TV and press advertising and direct mail campaigns. There has been a trend for agencies to hive off their media-buying departments into separate subsidiaries in order to attract media-only work, sometimes setting up jointly-owned `media agencies' with other full-service agencies.

Globalisation is taking place in the mainstream advertising business and UK agencies are closely involved in this development through WPP and Saatchi & Saatchi. The top French companies, Publicis, Euro RSCG and Carat, are also developing strong Europe-wide businesses.

One of the largest US groups, Omnicom, has acquired the largest UK direct marketing agency, WWAV Rapp Collins, and this has emphasised the growing importance of direct marketing using computer databases of customers. Integrated marketing is the new trend, involving a strategic combination of `image advertising' in the main media with techniques such as direct mail, telephone marketing and direct response advertising. However, the press still accounts for over 60 percent of advertising expenditure and the shares held by traditional media such as terrestrial television, outdoor posters and radio are fairly stable.

Text © 1994 Key Note

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Last updated by Duncan Nottage 5th March 1999