Data collected in August by the VanPro survey, organized by Sinapro and Fenapro, also indicate stability (30%) and decline (25%)
The revenue of the 221 agencies in 20 states and the Federal District increased by 45% in the first half of 2024, according to data from the VanPro survey, organized by the Union of Advertising Agencies (Sinapro) and the National Federation of Advertising Agencies (Fenapro) since 2017. The study also points out rates of stability (30%) and decline (25%).
The 23% expansion of the total number of agencies consulted was between 10% and 30%, while 12% managed to exceed the 30% rate. For 10% of the sample, the advance was less than 10%. Businesses with losses greater than 30% represent 10% of the data collected in August.
“The new survey shows that the financial scenario for agencies is diversified, with the majority of them growing, but a significant part pointing to stability or even decline. These are numbers that reflect the current competitive challenges of the market”, comments Daniel Queiroz, president of Fenapro.
Challenges
For 64% of agencies, forecasts for the coming years are rosy. But the number of respondents who see adversity rose from 5% to 8%. “Carrying out strategic planning and reflection on the market can bring solutions to commercial and growth problems”, suggests Ana Celina, director of Fenapro.
The main gap observed is in process and team management (50%), people and HR policies (44%) and in commercial management and customer acquisition (38%).
The advancement and creation of new businesses (36%) and technological innovation and optimization of execution (30%) also require efforts from agencies that, “despite registering growth in business, still have challenges in terms of management, especially in terms of refers to people, who are its greatest asset”, reiterates Roberto Tourinho, president of Sinapro-SP and member of the Fenapro GT.
“They need to focus more on developing policies and processes that will make their management more effective in different aspects of the operation”, he adds.
Technology
The growing supply of automation and artificial intelligence (AI) resources in creative work drives significant (17%), moderate (43%) and small (28%) advances. Tools such as ChatGPT, DALL-E, Midjourney and Gemini, in addition to solutions from Adobe and Copilot, are among the most used by around 79% of agencies. The intention to implement new technologies in the next six months makes up 14% of respondents. Only 6% do not intend to adopt automation and AI tools.
Work optimization is one of the most cited results. The improvements focus on greater agility in the execution of tasks and attention to detail, cost reduction, automation of repetitive tasks, quality of human work with fewer errors, analytical improvement and deeper insights obtained from data analysis.
These benefits help to make decisions based on strategy, improving the competitive and innovative capacity of agencies. However, the study proposes the search for new alternatives, in addition to concentrating on ChatGPT.
Profile
The agencies that participated in the VanPro survey have a full-service scope of work (97%) with a team of up to 20 people (54%). They have been in existence for 20 years (51%) or between 11 and 20 years (35%), and 96% are associated with Sinapro in their state, while 73% are part of Cenp – Advertising Market Self-Regulation Forum.
The revenue profile remains diversified. The values start from annual results of up to R$1 million (34%); between R$1 million and R$3 million (22%); between R$3 million and R$5 million (16%); between R$5 million and R$10 million (13%); and above R$10 million (15%).
