Advertising and marketing spending is consistently growing from year to year, and in 2018 it reached almost 560 billion dollars (+ 4.4% versus 2017). In the years 2016-2019, the fastest growing markets in the world will be Eastern Europe and Central Asia (expected annual increase of these regions is + 8.9% per year).
The advertising market is shifting from spending in the so-called Traditional media, such as television or print, for digital media – with a very large increase in media related to mobile telephony and e-commerce (the expected value of the online market is estimated at USD 72.6 billion in the current year) .
The market is currently divided between large advertising companies, which, with their scale, have huge problems to adapt to the new, much more dynamic market situation. They are not flexible enough and have a much higher cost burden than small local agencies, which for a change – have a lot of freedom in adapting to rapidly changing customer expectations, but in turn have no know-how or organization that allows you to work with large global partners in many countries.
Customers are currently looking for partners who will allow them to smoothly go through the transformations happening in the market and help them achieve economies of scale through scaled services from local organizational units to regional and then global ones.
Thanks to the talents available in the advertising industry, which are identical to those from Western Europe or the United States combined with relatively lower costs, Poland is an ideal country to create such competence centers for global clients.