On the other hand, at the end of those who did not win, 8% reported losses of more than 30% of their revenue in 2022
The Sinapro/Fenapro system revealed yet another VanPro survey that points to good expectations for market businesses. The data, collected in March of this year, refer to 2022 and show that the revenue of most companies in the sector continued to grow last year, compared to 2021, as well as the perception of a better future.
VanPro shows that, in 2022, 82% of agencies increased their revenues compared to the same period in 2021, and of these, 30% grew above 30%.
According to the survey, the system highlights that, among the companies that grew more than 20%, the distribution by team size, revenue, time with the company or region of the country is practically uniform. decisions, positions and management, says Daniel Queiroz, president of Fenapro (National Federation of Advertising Agencies).
First polled by VanPro, the use of artificial intelligence tools in creative work is also on the rise within agencies, with 1/3 of them already using it and another third intending to adopt the technology later this year.
From a financial point of view, the scenario was considered one of stability. Comparing performance, 50% registered an increase in revenue compared to 2021, an index close to that of the previous survey, of 53%. Another highlight is that 30% of all respondents pointed to a revenue increase of more than 20% in 2022.
Already 32% of companies indicated stability in revenue, comparing 2022 with 2021. On the other hand, at the end of those who did not win, 8% reported losses of more than 30% of their revenue in 2022.
Regarding the future prospects for the agency itself, 65% of respondents consider them good in 2023, and 25% predict stability.
The rate of those who estimate a bad, very bad future or interruption of activities ranged from 5% to 7%, while those who cannot predict are 3% of respondents.
Projections for the future show that business and sector growth may depend more on taking advantage of opportunities and creating possibilities for increasing revenue than on external conditions. The 30% who pointed to growth greater than 20% show that this path is possible, analyzes the president of Fenapro.
The predominant profile of survey participants is similar to previous surveys. Most respondents were from full-service agencies (96%), with teams of up to 20 people (58%), which have been operating for more than 20 years (44%) or between 11 and 20 years (35%). And 95% are associated with Sinapro in their state, and 78% are certified by Cenp.
As with previous surveys, companies’ annual revenue profile is more diverse than other factors. The largest number of branches with up to R$ 1 million in revenue, representing around 35% of the companies.
About 29% have annual income between R$ 1 million and R$ 3 million; 12%, between BRL 3 million and BRL 5 million; and 10%, from R$5 million to R$10 million. Companies with annual revenues of more than R$10 million accounted for just over 14% of respondents.
VanPro’s main objective is to measure and map the current scenario and what the prospects are for the future, in addition to learning about the main pain points of partners and agency executives across the country.
Read the full story in the May 8 issue
(Credit: Image by starline on Freepik)