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    Global Marketing

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    RECEIPT #BRIAN-

    JAN 31, 2024

    Called it.

    PREDICTION BY

    Brian Wieser
    “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.

    ORIGINAL SOURCE

    The Media Leader
    Global Marketing