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The markets of tomorrow

The Growth Markets of Africa, Latin America, the Middle East and Asia are important
for global companies today – and even more so tomorrow.
The race to build a strong position and reach the consumers is on right now.



Still growing
Emerging and developing markets grow faster than advanced countries – and the pace of growth is expected to pick up.

Source: International Monetary Fund. More info: www.IMF.dk


Global ad spending was at an all-time high in 2013. Television is still leading and gaining share. The internet has overtaken newspaper to become the second largest medium

Graphics show portion of worldwide major-media spending that went into each medium in 2013.
Source: Zenithoptimedia (advertising expenditure forecasts, december 2013). More info: Zenithoptimedia.Com.


Large and Growing Premium Segment
There is a substantial premium segment in many Growth Markets – and it is growing rapidly. In India, the premium segment is projected to quadruple by 2020.

  1. GCC: Gulf Cooperation Council: Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, United Arab Emirates
  2. New EU Countries: Bulgaria, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Rumania, Slovakia, Slovenia
  3. South America: Argentina, Bolivia, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Uruguay, Venezuela

New millionaires at an unprecedented pace

The Growth Markets are not only the markets of the future – they are the battleground of today for corporations striving to build strong brand ties and relevant product offerings for billions of increasingly affluent consumers.

For example, Africa has the highest growth rates of the world. China, Brazil and India are producing new millionaires at an unprecedented pace.

Television is still the predominant advertising medium. Print media are losing ground. Internet advertising is a relevant part of the communications mix in Growth Markets and go well together with television coverage.