This year has seen a huge growth in new billings won by global advertising companies and double-digit growth is expected for 2001, according to a report by ABN Amro. The driver for such strong performance is clients who are moving their accounts to a single global agency with a full range of marketing services.
Highlighting the performance of WPP, Aegis, Havas Advertising and Publicis during 2000 the report predicts continued growth in 2001 even with no growth in the advertising market. It warns, however, that small national agencies are losing share as a result of the shift towards larger companies.
Estimated new billings so far for 2000 imply growth of between 12-17% for the 4 European global advertising companies and organic growth of 8-20% is expected for next year.
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