In the first edition of the creative agencies Spot On, Oaklins specialist John Kaiser examines the historic shifts in the sector and shines a spotlight on the forces that are currently shaking up the industry and defining its future. He takes us from the rise of agency holding companies and massive consolidation in the mid-80s up to the encroachment of consulting firms, data-driven marketing and the current titanic shift to digital and mobile platforms and their influence on advertising.
The M&A landscape in the creative agencies sector is growing increasingly complex, with public relations, media, marketing, consultancies and technology firms among the players getting involved and changing the face of the industry. Investors, concerned with market trends, will need a comprehensive understanding of these trends in order to stay ahead of the curve.
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