Advertising agencies: a less dynamic sector in France than in Europe

Multinationals in the advertising agency sector, both from within and outside France, generate two thirds of the sector’s turnover. Ad agencies that are subsidiaries of companies in other sectors are primarily integrated into transport groups (post and logistics in particular) or trade groups. Furthermore, the ad agency sector is formed of myriad small companies.

Ad agencies are significantly less dynamic than other business services: their value added is stagnating and their sales are growing modestly (+1.8% per year between 2009 and 2019 in volume); prices have been stable since 2014 due to significant price pressure. As they are not a priority during times of crisis, their economic activity fell in spring 2020.