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KN74018

KEY NOTE ADVERTISING AGENCIES AUGUST 1998

Overview

ISBN 1-85765-850-7

Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET TRENDS

Table 1: The UK Communications Market by Sector (£bn), 1997

Table 2: Advertising Expenditure by Media by Value ( percent), 1997

Market Size

THE TOTAL MARKET

Table 3: The Market for Advertising in the UK (£bn), 1993-1997

Table 4: Consolidation of the Advertising Industry by Holding Company, 1998

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

TRADE ASSOCIATIONS

Table 5: Number of VAT-Based Enterprises in Advertising by Turnover (£000), 1997

Competitor Analysis

THE MARKETPLACE

RECENT HISTORY

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 6: Leading UK Advertising Agencies by Declared Billings (£m), 1996 and 1997

Table 7: Advertising by Advertising-Related Companies (£000), 1997

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

DIRECT MARKETING

Table 8: Have You Responded to Direct Mail Advertising in the Last 12 Months? (number of respondents and percent adults), 1997

Table 9: Proportion of UK Adults Responding to Direct Mail ( percent adults), 1997

Outside Suppliers to the Industry

MAILING SERVICES

SUPPLIERS OF COMMUNICATIONS SERVICES

OUTDOOR ADVERTISING SPACE PROVIDERS

MEDIA CONGLOMERATES

Current Issues

DIGITAL TELEVISION

WEB ADVERTISING

DIRECT MARKETING

THE RETURN OF THE POSTER

CONCENTRATION OF MEDIA OWNERSHIP IMPACTS THE INDUSTRY

NEW OUTLETS

'ONE-SECOND WONDERS'

Forecasts

NEW ALLIANCES FOR NEW MEDIA

HIGHPOINTS 1998 TO 2002

FORECASTS 1998 TO 2002

Table 10: The Market for Advertising in the UK (£bn), 1998-2002

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

The UK advertising industry remains a world leader in terms of business won and creativity. This position has been enhanced in recent years, with the strong economic performance of the UK and the increasing integration of accounts in the UK, Europe and internationally.

Between 1993 and 1997, the industry grew in value by 45.8 percent. 1997 was a particularly strong year, with the industry achieving billings in excess of £12bn. This was due to a number of factors, including the strong economy, the continued high reputation of UK agencies, and the large number of special events, such as the General Election and the Euro `96 tournament.

Press advertising continues to be the major source of advertising revenue followed by television (TV), direct marketing and then other forms. Companies producing fast-moving consumer goods (FMCGs) are the major spenders. Naturally, the major FMCG companies, such as Unilever and Procter & Gamble, remain large spenders as do the leading retailers and banks.

The advertising industry has seen a period of consolidation in the last 5 years with cross-ownership, increasing internationalisation and a centralising of accounts by major clients. Groups such as WPP Group and Havas Advertising have emerged as extremely large and diverse communications conglomerates, as well as strongly performing listed companies.

Between 1998 and 2002, the market for advertising in the UK is forecast to grow by 21.3 percent to £16.5bn. The market is expected to slow down somewhat as the UK business cycle peaks, stricter central government fiscal control is introduced and media buying becomes more competitive.

Text © 1998 Key Note

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Last updated by Duncan Nottage 5th March 1999