The short version

Brian Wieser predicted on January 31, 2024: “Global marketing spend is forecast to reach $2.4tn this year, according to Madison and Wall, the consultancy founded by former GroupM business intelligence chief Brian Wieser.” Verdict: Called it. Since Wieser’s figure is explicitly built off GroupM’s advertising estimate, which remained an industry benchmark, his top-line global marketing forecast is consistent with major…

Prediction by

Brian Wieser

On January 31, 2024

“Global marketing spend is forecast to reach $2.4tn this year, according to Madison and Wall, the consultancy founded by former GroupM business intelligence chief Brian Wieser.”

Follow-up

Since Wieser’s figure is explicitly built off GroupM’s advertising estimate, which remained an industry benchmark, his top-line global marketing forecast is consistent with major later sources.

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