Bank of America Merrill Lynch (BoAML) has raised its global ad forecast from 1.4% to 2% in 2012 to reflect recent GDP upgrades and stronger than expected trends in Q4.
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Barclays Capital claims that 2012 will be a “low growth environment” for advertising agencies. Barclays forecasts that agency organic revenue growth will average 2.9% next year – down from the 5.6% it expects agencies to record in 2011.
According to the latest advertising industry review from Bank of America Merrill Lynch (BoAML) WPP is best placed to deal with the structural changes in the industry.