Advertising in Canada has seen a dramatic increase in recent years, with many ad agencies investing more money in research and development and a lot more marketing to ensure they reach their target audiences.
As part of the growth in advertising, ad agencies are also spending more time in front of the camera, according to a report from advertising agency CB Insights.
In a study commissioned by the Canadian Advertising Standards Institute (CASI), nearly one-third of ad agencies surveyed said they were spending at least 30 per cent of their time in the front office in 2015.
That was a 10-fold increase from just over 10 per cent in 2014.
While the report does not include data on what kind of marketing has been employed in Canada, it says the trend has been for “ad agency-branded” advertising to grow in Canada.
That includes a lot of branded advertising such as the “big three” ad agencies, including Saatchi & Arnott and DDB.
In 2015, Saatchie &: Arnott spent more than $2.2 billion on its Canadian advertising, up from $1.6 billion in 2014, according the CASI report.DDB, meanwhile, spent $1 billion on advertising in 2015, up 10 per of last year.
Saatchie is now one of the big three ad agencies in Canada (it was formerly the third) and the agency is not only expanding its reach, it is also expanding its ad product in other ways.
It recently launched its own TV series, “The Agency,” that will air on TSN in the fall.
The show will be a pilot for TSN, and the first of its kind in Canada as it is set to air on all of the major broadcast networks.
The show will showcase the best advertising talent in Canada and focus on the agencies that have been creating the most effective advertising campaigns in recent times.
The pilot will be followed by a full season of ad campaigns, including the upcoming “The Ad.”
“The Agency” will be filmed and filmed in Montreal, Toronto, Calgary, Vancouver and Ottawa.
The full series will premiere later this year.