Download: Selvitys Markkinointipanostusten rakennemuutoksista

This study shows that marketing investments have undergone a profound change between 2010-2020 in Finland.

While the growth of digital media spend has captured the headlines, the biggest transformation has happened in labour intensity and growth in marketing services. The study shows that the marketing industry employs 18% more people (27 000) in 2020 than ten years before.

More than 50% of the headcount increase has gone to agencies that now employ 4 700 people (2 100 in 2020).

The study also demonstrates that the relative share of paid media in the media budget has declined, as personnel, digital development and agency services have surged. Overall marketing spend in Finland has declined with 5% over the last 10 year period.