Working in the Advertising Industry

There are three trends that have considerable influence on the advertising industry, these are: consolidation, globalization and specialization. Consolidation occurs when small to medium sized agencies with relatively successful track records are bought out by large multinational companies to provide their other clienteles with local service. The income of the agency brought about by the global affiliations or globalization will be based on the global compensation agreements or can also be based on commission calculated from head hours. The trend of specialization have seen many agencies transform and concentrate on one sector of business like finance of health care advertising and for doing so builds a niche in this industry where oftentimes they set the advertising standards. To work in the advertising industry you must learn to be flexible and follow the prevailing trends because the trends now may not necessarily be the trend of the future.