The MRSZ calls for industry cooperation and an action plan

By: Trademagazin Date: 2024. 05. 03. 11:06

At the request of the MRSZ, EY prepared a study in the first quarter of 2024 on the effects of international centralization efforts on the domestic marketing communications industry. The study highlights the most typical centralization processes and their effects on various industry players; maps the best practices characteristic of the most important Central European countries, from which we can learn; finally, it makes suggestions in the professional and financial fields to alleviate the visible problems and disadvantages.

The total market size of the Hungarian marketing communication industry in 2023 was HUF 648.9 billion, still 11.6% below the 2019 level in real terms. Even more shockingly, media advertising revenues in real terms were at 2003 levels in 2023. A decisive role in all of this is played by the fact that, over the past 20 years, regional centers have gained an ever-increasing role, and global digital players are constantly gaining strength.

The study processes and analyzes the events of the last 20 years in the communication industry from the point of view of international centralization and takes into account the opinions of 17 recognized industry leaders from the sides of advertisers, media agencies, creative agencies, media owners and commercial film producers.