Just weeks after one major agency forecast, Interpublic’s Magna Global unit, reduced its outlook for 2014 ad spending, another — Dentsu Aegis Network’s Carat — has upgraded it a smidge. And like Magna, Carat is optimistic the outlooks for 2015 will be even better.
CARAT FORECAST
Digital To Pass Papers In Ad Dollars In ’12
Independent media agency Carat predicts that online will account for a slightly bigger share of total global ad spending than newspapers this year, revising an earlier report that predicted the shift would take place next year.
General Motors has consolidated its $3 billion global media buying and planning account with Aegis’ Carat as part of its ongoing effort to create efficiencies and cut costs and agencies.
