CATEGORY

Creative Advertising

Creative advertising covers all facets of advertising lifecyle ranging from ideation to actual production of the advertising

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Category Alerts

CATEGORY ALERTS

Change of creative agency

July 01, 2022
alert level: Low
CATEGORY ALERTS

TBWA acquires Innovative agency Dotdotdash

October 04, 2022
alert level: Medium
CATEGORY ALERTS

Stagwell acquires Creative agency Wolfgang

October 11, 2022
alert level: Medium

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Creative Advertising Market Monitoring Dashboard

Supply Demand

Understand the correlation between costs, margins, and prices impacting your category on a real time basis on Beroe LiVE.Ai™

Creative Advertising Industry Benchmarks

Savings Achieved

(in %)

The average annual savings achieved in Creative Advertising category is 7.50%

Payment Terms

(in days)

The industry average payment terms in Creative Advertising category for the current quarter is 57.5 days

Compare your category performance against peers and industry benchmarks across 20+ parameters on Beroe LiVE.Ai™

Category Strategy and Flexibility

Engagement Model

Supply Assurance

Sourcing Process

Supplier Type

Pricing Model

Contract Length

SLAs/KPIs

Lead Time

Supplier Diversity

Targeted Savings

Risk Mitigation

Financial Risk

Sanctions

AMEs

Geopolitical Risk

Cost Optimization

Price per Unit Competitiveness

Specification Leanness

Minimum Order Quality

Payment Terms

Inventory Control

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    Creative Advertising Suppliers

    21,425
    Total Suppliers
    1,473
    Diverse Suppliers
    66
    Normalized Supplier Rating
    Creative Advertising Supplier

    Find the right-fit creative advertising supplier for your specific business needs and filter by location, industry, category, revenue, certifications, and more on Beroe LiVE.Ai™.

    Sample Supplier
    Company
    Omnicom Group Inc.
    Location
    Jackson, Mississipi
    Duns number
    3862211
    D&B SER Rating
    dnb logo

    Up to 3 months

    1 9
    6
    Low Risk High Risk

    The Supplier Evaluation Risk (SER) Rating is Dun & Bradstreet’s proprietary scoring system used to assess the probability that a business will seek relief from creditors or cease operations within the next 12 months. SER ratings range from 1 to 9, with 9 indicating the highest risk of failure. We’ve prepared an infographic to help business owners better understand what influences their SER Rating.

    Moody`s ESG Solution
    ESG Profile
    Company and Sector Performance
    39
    100
    Limited (1)
    ESG Perfomance (/100)
    Environment
    62
    Social
    30
    Governance
    47
    6 Domains Performance (/100)
    Business behaviour
    41
    Human rights
    51
    Community Environment
    18
    Corporate governance
    49
    Human resources
    17
    Security Scorecard
    81
    Threat indicators
    B
    83
    Network Security
    Detecting insecure network settings
    A
    100
    Hacker Chatter
    Monitoring hacker sites for chatter about your company
    A
    100
    DNS Health
    Detecting DNS insecure configuration and vulnerabilities
    F
    56
    Application Security
    Detecting common website application vulnerbilities
    B
    84
    Endpoint Security
    Detecting unprotected enpoints or entry points of user tools, such as desktops, laptops mobile devices, and virtual desktops
    A
    100
    Cubic Score
    Proprietary algorithms checking for implementation of common security best practices
    A
    92
    Patching Cadence
    Out of date company assets which may contain vulnerabilities of risk
    A
    100
    Social Engineering
    Measuring company awareness to a social engineering or phising attack
    B
    89
    IP Reputation
    Detecting suspecious activity, such as malware or spam, within your company network
    A
    100
    Information Leak
    Potentially confidential company information which may have been inadvertently leaked
    Industry Comparison
    omnicomgroup.com
    Industry average
    Adverse Media Appearances
    Environmental Issues
    0
    Workforce Health Safety Issues
    0
    Product Service Issues
    2
    Human Rights Issues
    0
    Production Supply Chain Issues
    2
    Environmental Non Compliance Flags
    4
    Corruption Issues
    0
    Regulatory Non Compliance Flags
    6
    Fraud Issues
    1
    Labor Health Safety Flags
    6
    Regulatory Issues
    5
    Workforce Disputes
    0
    Sanctions
    0
    esg energy transition
    72
    Discrimination Workforce Rights Issues
    6
    esg controversies critical severity
    No

    Creative Advertising Market Intelligence

    global market outlook

      • The global ad spend for creative advertising is expected to be valued at 220 – 250 USD Billion in 2022 growing at a rate of 15-19 percent
      • Major sporting events like FIFA World Cup, Winter Olympics, Paralympics are major drivers for advertising in 2022
      • Markets such as North America, Europe - UK, Germany, France, Italy, Spain and markets in APAC, such as Japan, Hong Kong, Singapore, South Korea have high market maturity.
      • Top advertising networks include; Omnicom Group, WPP, The Interpublic Group of Companies, Publicis Groupe, Dentsu, Accenture Interactive, etc.

    Creative Advertising market report transcript

    Creative Advertising Global Market Outlook

    • The overall advertising spend is split into media planning and buying (65–90 percent) and creative advertising (10–35 percent)
    • In 2019, the global ad spend was valued at $615.7 billion, it is forecasted that the impact of COVID-19 is expected to bring a decline of 8 percent approximately to the global ad spend in 2020. However, social media and online video are set to record a considerable rise in numbers

    Creative Advertising Global Market Trends

    • The major trends in global creative industry are rising digital spend (expected to reach a 50–51 percent of advertising spend), production decoupling and increasing customization of advertisements
    • Suppliers are improving their supply capability by adopting performance-based metrics for evaluation and monitoring their performance

    Creative Advertising Global Drivers and Constraints

    The increasing importance of digital channels and major events (the US presidential elections, the Rio 2016 Olympics and Paralympics, as well as the UEFA EURO 2016 football championship) were the major drivers of the advertising industry.

    Supply Market Outlook

    High Maturity

    • Countries: U.S., Germany, UK, France, Italy, Spain and Japan
    • Suppliers: Established service providers have been providing bundled services to the clients, which eventually lowers their effort of searching for new providers for best-in-class technologies in the market

    Medium Maturity 

    • Countries: China, Indonesia, Australia, India, Canada, Russia and Mexico
    • Suppliers: The majority of the market is held by local service providers who usually operate out of one country. Their services are customized to meet the demands of local buyers

    Low Maturity

    • Countries: Ireland, Portugal, Belgium, Morocco, Libya, Nigeria and Algeria
    • Suppliers: Owing to lower demand, the creative advertising market is highly dispersed with local service providers that primarily provide tactical work for the advertisers

     

    Creative Advertising Global Drivers and Constraints

    Advertising market research shows that the digital medium is forecasted to witness growth in double digits and likely to contribute to more than half of the global ad sales.

    Drivers

    • Increasing Digital Spend: The increasing importance and penetration of smartphones and social media has encouraged the marketers to increase their ad spend in these channels to attract more consumers and to improve their brand loyalty. By 2020, the share of digital advertising is expected to account for nearly 51 percent of the total advertising.
    • Increasing Penetration into Newer Markets: Marketers are increasing their focus on newer markets in APAC and Africa, which have higher growth expectations.

    Constraints

    • High Margins and Lack of Transparency: Network agencies continue to enjoy high profit margins due to their billing rates, which are skewed towards senior personnel. Therefore, clients face cost pressures since budgets are decreasing but agencies are unwilling to accommodate the reduced budgets.
    • Dominance of Select Network Agencies: The top network agencies have dominated the market through strategic mergers and acquisitions, leading to a situation where the clients have less bargaining power