Advertising is always an expression of our environment. And with a changing society, advertising was changing - and the investments are following.

Digitalization is a reliable innovation driver.
The large digital players are from the US, or they are from China:
Apple, Facebook, Google, Alibaba Group, or WeChat, to name a few.

All are digital, and all are about data, to be precise, about Data and Content. And Advertising companies have a perfect setup for this constellation.

The network agency IPG bought in 2018 the Data-Driven Marketing of Axiom, Axiom Marketing Solutions - for 2,3 Billion US$.
In Europe, on a smaller level, the professional consulting company Accenture acquired the German advertising company Sinner-Schrader.

Both are excellent investments. 
The currency of tomorrow is not capital.
The currency of tomorrow is data.
The more we can transfer capital into data
the better we are prepared for the knowledge century.

Now, we face new challenges:
Now, we all learned that we could work efficiently from home.
Now, we are all working remotely with our international colleagues and teams.
And here is the challenge:
Now, the advertising and media clients learned that this leaner, more digital setup can work.
Here is the challenge for the traditional network agencies with international organizations and significant overheads.

I predict that Investments will flow into flexible, agile, and data-driven companies - this creates new opportunities for new players.