Financial Times
26 June 2017Enders Analysis was quoted in an article on traditional media groups that are starting to feel the biggest impact from digital disruption. For the first time since the financial crash drove the advertising industry into recession in 2009, advertising’s big four — WPP, Publicis, Omnicom and Interpublic Group — are stalling. Enders said in a recent report “the advertising industry is undergoing profound change. Overall advertising spend continues to grow at a faster rate than consumer spending. But . . . vital signs in the market are alarming”. Adding that, the increasing focus on short-term slots — driven by the speed and efficiency of programmatic online advertising — poses a serious threat to the traditional role agencies have played in developing memorable campaigns for big brands such as Coke, Apple and McDonald’s. Moreover, Enders found that the balance between long-term brand building and short-term activation was broadly equal at 50 per cent, but would soon tip to 60/40 in favour of the short term, handing even more power over advertising to the tech platforms. Research shows that chief marketing officers hold their posts for shorter periods than other senior executives, adding to the short-termism.
