통합 마케팅 서비스 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the integrated marketing services market size is expected to increase from USD 398.91 billion in 2025 to USD 425.73 billion in 2026 and reach USD 595.56 billion by 2031, growing at a CAGR of 6.94% over 2026-2031.

This report is Segmented by Service Type (Brand Strategy and Creative Services, Digital Marketing Services, and More), Delivery Model (Project-Based Engagement, Retainer-Based Engagement, and More), Organization Size (Small and Medium-Sized Enterprises, and More), End-User Industry (Retail and E-Commerce, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD)

Global Integrated Marketing Services Market Trends and Insights

Artificial Intelligence-Enabled Personalization Reshapes Agency Value Proposition

Artificial intelligence is reducing the time between audience analysis and live campaign delivery, and that shift is changing the commercial model of the integrated marketing services market. In 2026, CMOs allocated 15.3% of total marketing budgets to AI initiatives, yet only 30% of marketing organizations reported mature readiness, which left a clear execution gap for agency partners to fill. That gap matters because clients are not only looking for automation, they are also looking for agencies that can connect personalization, media, and measurement into one service structure. Publicis showed the commercial effect in 2025, when AI-powered products and services contributed 300 basis points to its 5.6% organic growth, which indicates that AI-native execution is already supporting share gains for scaled providers. The same spending shift is expanding work in adjacent areas such as CTV attribution and real-time loyalty orchestration, so retainers are becoming broader rather than smaller. For the integrated marketing services market, AI is therefore raising the value of agencies that can combine tools, talent, governance, and cross-channel execution in one operating model.

Retail Media and Creator Commerce Drive Demand for Full-Funnel Integration

Retail media is no longer treated as a narrow lower-funnel tactic, and that shift is increasing the amount of coordination brands expect from agency partners across the integrated marketing services market. Dentsu projected global retail media growth of 12.3% in 2026, which placed it among the fastest-growing digital channels and reinforced its role in shopper marketing, audience strategy, and brand building.The implication is that agencies now need to connect retailer data, content, media planning, and upper-funnel brand positioning instead of handling each area separately. Publicis reinforced that direction in 2025 by investing EUR 1 billion (USD 1.08 billion) in bolt-on acquisitions that included captiv8 and HEPMIL, which expanded its position in creator intelligence, influencer commerce, and regional digital activation. This matters because creator commerce is becoming more valuable when agencies can link audience insight to retailer activation and close the path from content to purchase. In practice, that is pushing the integrated marketing services market toward broader account scopes, larger retainers, and stronger category specialization in verticals such as health and beauty.

Privacy Regulation and Signal Loss Compress Addressable Reach

Privacy enforcement is now affecting campaign design and attribution inside the integrated marketing services market, not just legal review. As of January 2026, rules across 12 or more U.S. states required businesses to detect and honor browser-based universal opt-out signals, which reduced the practical room for default tracking assumptions in performance marketing. California also moved browser-level opt-out requirements further forward through Assembly Bill 566, which signaled a more automated and persistent consent environment. Google's June 2026 Consent Mode change added another layer of operational pressure by making ad_storage the main control over what ad data passes from GA4 into Google Ads for EEA advertisers. The result is a smaller addressable pool for some campaigns and higher infrastructure costs for agencies that now need stronger consent management and first-party data workflows. Even so, agencies that absorb those compliance tasks into broader service bundles can turn a market restraint into a client retention advantage within the integrated marketing services market.

Other drivers and restraints analyzed in the detailed report include:

1. First-Party Data and Clean-Room Adoption Create Long-Cycle Agency Dependency
2. Performance-Based Contracts Redefine Integrated Agency Pricing Architecture
3. Generative Artificial Intelligence Rights and Indemnity Exposure Elevate Agency Liability

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Advertising and Media Planning and Buying Services held 33.68% share in 2025, which made it the largest revenue block in the integrated marketing services market. That position reflects the continuing central role of programmatic media, walled-garden buying, and cross-channel planning in large agency operating models. Omnicom's Media and Advertising discipline generated USD 10 billion in 2025, or 58% of total company revenue, which showed how much scale still sits inside paid media and related execution services. Public Relations and Communications Services remained relevant because experiential work expanded 19% in constant currency for Omnicom in 2025, which pointed to a stronger overlap between earned media, content, events, and brand experience.

Brand Strategy and Creative Services faced more pressure, and Omnicom's Branding and Retail Commerce discipline declined 15.8% in constant currency in full-year 2025, which suggested that many clients were folding creative budgets into wider media-led mandates. Digital Marketing Services is projected to advance at a 7.21% CAGR from 2026 to 2031, which makes it the fastest-growing service area in the integrated marketing services industry. Its growth reflects stronger demand for search, social commerce, connected TV, and generative engine optimization, all of which require faster testing, more data feedback, and tighter links between content and media. Content and Campaign Management Services, along with Customer Engagement, CRM and Loyalty Services, are also moving upward because brands want agency support that connects owned data, campaign activation, and retention programs inside one service structure. Compliance markers such as ISO 27001 and GDPR or CCPA readiness are becoming procurement filters as well, which means service differentiation now depends on operational assurance as much as creative or media capability in the integrated marketing services market.

Retainer-Based Engagement accounted for 41.48% of total revenue in 2025, which made it the leading delivery model in the integrated marketing services market. This structure remains dominant because enterprise marketers still value continuity, institutional knowledge, and coordination across multiple markets and functions. Large accounts often rely on long-duration relationships when media, data, CRM, and creative activity need to move through one shared operating rhythm. Heineken's 2025 roster decision illustrated that pattern, because the company reappointed Dentsu for global media and distributed creative work across Publicis, Stagwell, and WPP, which showed that even when clients diversify partners, they still preserve stable long-term relationships for core integrated work.

Project-Based Engagement and Hybrid Embedded Team Engagement are expanding because more mid-market clients want flexibility without signing broad multi-year agreements at the start. Hybrid structures are especially relevant when brands are building internal AI capabilities and still need agency help for execution, integration, and talent support. Publicis has leaned into that model through Marcel and related embedded talent infrastructure, which supports co-working arrangements between internal client teams and agency specialists. Performance-Based Engagement is projected to grow at a 8.02% CAGR through 2031, which shows how strongly buyers now favor outcome-linked pricing once attribution improves. For the integrated marketing services industry, that creates both upside and risk, because agencies can deepen client relationships after early performance wins, but they also take on more exposure when measurement becomes the basis for compensation.

Complete Report Scope:

• By Service Type
  • Brand Strategy and Creative Services
  • Advertising and Media Planning and Buying Services
  • Digital Marketing Services
  • Public Relations and Communications Services
  • Content and Campaign Management Services
  • Customer Engagement, Customer Relationship Management and Loyalty Services
  • Other Service Types
• By Delivery Model
  • Project-Based Engagement
  • Retainer-Based Engagement
  • Performance-Based Engagement
  • Hybrid and Embedded Team Engagement
• By Organization Size
  • Large Enterprises
  • Small and Medium-Sized Enterprises
• By End-User Industry
  • Retail and E-commerce
  • Consumer Goods and Beauty
  • Media and Entertainment
  • IT and Telecom
  • BFSI
  • Healthcare and Life Sciences
  • Other End-User Industries (Education, Travel and Hospitality, Industrial, Automotive)
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • United Arab Emirates
    • Saudi Arabia
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 34.46% of the integrated marketing services market share in 2025, and it remained the largest regional base in 2026. The region benefits from the deepest concentration of enterprise advertising budgets, the most mature programmatic infrastructure, and the headquarters presence of the largest global holding companies. Omnicom generated USD 9.1 billion from U.S. operations in 2025, or 52.7% of total company revenue, which illustrated the scale of demand concentrated in this market. Publicis also reported 5.4% organic growth in North America in 2025, with the United States contributing 57% of the group's net revenue, which confirmed the region's structural weight in global agency performance. At the same time, the U.S. market is dealing with tighter privacy enforcement, which is pushing spend toward first-party-data-connected channels and raising the value of integrated service models that can manage compliance and activation together.

Europe remained the second-largest regional block in the integrated marketing services market, supported by digital-first media investment and mature cross-border brand activity. Publicis reported 4.2% organic growth in Europe in 2025, with Germany at 8.9% and the United Kingdom at 7.2%, which showed that demand remained healthy despite a stricter regulatory setting. GDPR, the Digital Services Act, and the AI Act are increasing compliance costs, and that is giving larger networks an advantage because they can spread governance costs across wider client portfolios. South America remained smaller in absolute size, but growth was strong in 2025 as Omnicom's regional revenue rose 29.3% in constant currency and Publicis reported 18.7% organic growth, with Brazil and Argentina leading the improvement.

Asia-Pacific is projected to grow at an 8.20% CAGR through 2031, which makes it the fastest-growing geography in the integrated marketing services market size. The region is benefiting from stronger digital ad infrastructure, rapid retail media expansion, and platform ecosystems that support commerce, payments, and content inside connected user journeys. The supplied draft also pointed to 9.6% digital ad spending growth in India in 2026 and stronger retail media expansion across Australia, China, Japan, and India, which supports the region's faster momentum. Southeast Asia's commerce-media model is also becoming more important because super-app and marketplace environments are shortening the path between exposure, transaction, and measurement. Outside Asia-Pacific, the Middle East posted the strongest concentrated organic growth inside Publicis's portfolio at 10.8% in 2025, which reflected continued brand investment in Saudi Arabia and the UAE. Africa remained the smallest geography by revenue, but mobile-first adoption in South Africa, Nigeria, and Egypt is supporting early demand for fuller agency capabilities as local brands scale and multinationals expand coverage.

1. Omnicom Group Inc.
2. Publicis Groupe S.A.
3. WPP plc
4. Dentsu Group Inc.
5. Accenture plc
6. Havas N.V.
7. Stagwell Inc.
8. Deloitte Touche Tohmatsu Limited
9. Capgemini SE
10. Cognizant Technology Solutions Corporation
11. Tata Consultancy Services Limited
12. Infosys Limited
13. Hakuhodo DY Holdings Inc.
14. BlueFocus Intelligent Communications Group Co., Ltd.
15. Daniel J. Edelman Holdings, Inc.
16. Ruder Finn, Inc.
17. FINN Partners, Inc.
18. LLYC S.A.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Omnichannel Brand Consistency Mandates
  • 4.2.2 Performance-Based Budget Allocation
  • 4.2.3 Artificial Intelligence-Enabled Personalization and Content Production
  • 4.2.4 Retail Media and Creator Commerce Expansion
  • 4.2.5 First-Party Data Collaboration and Clean-Room Adoption
  • 4.2.6 Fragmented Small and Medium-Sized Business Martech Stacks Increasing Agency Outsourcing
• 4.3 Market Restraints
  • 4.3.1 Privacy Regulation and Signal Loss
  • 4.3.2 Cross-Channel Measurement Fragmentation
  • 4.3.3 Generative Artificial Intelligence Rights and Indemnity Exposure
  • 4.3.4 Answer-Engine Search and Platform Volatility
• 4.4 Impact of Macroeconomic Factors on the Market
• 4.5 Industry Value Chain Analysis
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Buyers
  • 4.8.3 Bargaining Power of Suppliers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Service Type
  • 5.1.1 Brand Strategy and Creative Services
  • 5.1.2 Advertising and Media Planning and Buying Services
  • 5.1.3 Digital Marketing Services
  • 5.1.4 Public Relations and Communications Services
  • 5.1.5 Content and Campaign Management Services
  • 5.1.6 Customer Engagement, Customer Relationship Management and Loyalty Services
  • 5.1.7 Other Service Types
• 5.2 By Delivery Model
  • 5.2.1 Project-Based Engagement
  • 5.2.2 Retainer-Based Engagement
  • 5.2.3 Performance-Based Engagement
  • 5.2.4 Hybrid and Embedded Team Engagement
• 5.3 By Organization Size
  • 5.3.1 Large Enterprises
  • 5.3.2 Small and Medium-Sized Enterprises
• 5.4 By End-User Industry
  • 5.4.1 Retail and E-commerce
  • 5.4.2 Consumer Goods and Beauty
  • 5.4.3 Media and Entertainment
  • 5.4.4 IT and Telecom
  • 5.4.5 BFSI
  • 5.4.6 Healthcare and Life Sciences
  • 5.4.7 Other End-User Industries (Education, Travel and Hospitality, Industrial, Automotive)
• 5.5 By Geography
  • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Mexico
  • 5.5.2 South America
    • 5.5.2.1 Brazil
    • 5.5.2.2 Argentina
    • 5.5.2.3 Chile
    • 5.5.2.4 Rest of South America
  • 5.5.3 Europe
    • 5.5.3.1 Germany
    • 5.5.3.2 United Kingdom
    • 5.5.3.3 France
    • 5.5.3.4 Italy
    • 5.5.3.5 Spain
    • 5.5.3.6 Rest of Europe
  • 5.5.4 Asia-Pacific
    • 5.5.4.1 China
    • 5.5.4.2 Japan
    • 5.5.4.3 India
    • 5.5.4.4 South Korea
    • 5.5.4.5 Australia
    • 5.5.4.6 Rest of Asia-Pacific
  • 5.5.5 Middle East
    • 5.5.5.1 United Arab Emirates
    • 5.5.5.2 Saudi Arabia
    • 5.5.5.3 Qatar
    • 5.5.5.4 Rest of Middle East
  • 5.5.6 Africa
    • 5.5.6.1 South Africa
    • 5.5.6.2 Egypt
    • 5.5.6.3 Nigeria
    • 5.5.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Omnicom Group Inc.
  • 6.4.2 Publicis Groupe S.A.
  • 6.4.3 WPP plc
  • 6.4.4 Dentsu Group Inc.
  • 6.4.5 Accenture plc
  • 6.4.6 Havas N.V.
  • 6.4.7 Stagwell Inc.
  • 6.4.8 Deloitte Touche Tohmatsu Limited
  • 6.4.9 Capgemini SE
  • 6.4.10 Cognizant Technology Solutions Corporation
  • 6.4.11 Tata Consultancy Services Limited
  • 6.4.12 Infosys Limited
  • 6.4.13 Hakuhodo DY Holdings Inc.
  • 6.4.14 BlueFocus Intelligent Communications Group Co., Ltd.
  • 6.4.15 Daniel J. Edelman Holdings, Inc.
  • 6.4.16 Ruder Finn, Inc.
  • 6.4.17 FINN Partners, Inc.
  • 6.4.18 LLYC S.A.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment