In April 2014, a group of Russian marketing and advertising professionals embarked on a business trip to two of the largest cities in the United States: New York and Philadelphia. The trip was aimed at networking with industry leaders and gaining insights into the latest trends and developments in the advertising and media business.
One of the last meetings the group attended was with the American Association of Advertising Agencies, also known as 4A’s. The discussion was engaging and informative, with the representatives from the association showing a genuine interest in the Russian advertising industry. The meeting covered topics such as market trends, future prospects, and challenges facing the industry. However, one response to a question about how the leaders in the advertising and media markets in the United States were preparing for the future was particularly memorable: "These guys have no idea what's going to happen tomorrow!" This was a reassuring reminder that everyone in the industry faces uncertainty and challenges.
One of the last meetings the group attended was with the American Association of Advertising Agencies, also known as 4A’s. The discussion was engaging and informative, with the representatives from the association showing a genuine interest in the Russian advertising industry. The meeting covered topics such as market trends, future prospects, and challenges facing the industry. However, one response to a question about how the leaders in the advertising and media markets in the United States were preparing for the future was particularly memorable: "These guys have no idea what's going to happen tomorrow!" This was a reassuring reminder that everyone in the industry faces uncertainty and challenges.
The group also had the opportunity to learn about the advertising market in the United States through the insights and forecasts provided by two research companies, Magna Global and ZenithOptimedia. According to their data, the advertising market in the United States was predicted to grow by 3.5% to 6% in 2013 compared to the previous year, reaching between $162.6 billion and $166.5 billion. The structure of the market was expected to shift with a decline in print media advertising and an increase in internet advertising. The research also revealed that there were 13,248 advertising agencies in the United States in 2011, with only 7% of these agencies accounting for 20% of the market share.
During their visit to various agencies in New York and Philadelphia, the group observed that even smaller companies had well-structured processes in place. They saw the use of management software to oversee creative workflows, and realized that motivation played a key role in promoting creative ideas. In terms of sales, the group found that Russian regional companies were on a par with their American counterparts.
Overall, the trip was successful, with the Russian professionals gaining valuable insights into the American advertising industry and building connections with industry leaders. They returned to Russia with fresh ideas and new perspectives that would help them stay on the cutting edge of the industry.
During their visit to various agencies in New York and Philadelphia, the group observed that even smaller companies had well-structured processes in place. They saw the use of management software to oversee creative workflows, and realized that motivation played a key role in promoting creative ideas. In terms of sales, the group found that Russian regional companies were on a par with their American counterparts.
Overall, the trip was successful, with the Russian professionals gaining valuable insights into the American advertising industry and building connections with industry leaders. They returned to Russia with fresh ideas and new perspectives that would help them stay on the cutting edge of the industry.
