The industry is affected by globalisation and international alignments creating a smaller number of very large agencies and the growth of independent major media buying houses. It has also seen the emergence of a range of new boutique creative and/or strategic agencies. Very sophisticated software optimisation and planning systems are now integral to the industry, enabling agencies to offer a unique positioning in the marketplace to attract new business. At the same time agencies are looking to create an individual or unique perspective or process, again to offer a strategic point of difference. Gaining the competitive edge Advertising agencies need to understand the business of their clients, be innovative in their thinking and planning, understand their clients’ competitors and develop strategies – both creative and tactical - that guarantee success. They also need to be tough in their negotiations to achieve optimal and appropriate share of voice for their clients. The advertising industry relies on an enormous range of research and information services to provide insight to make critical business decisions. Only one organisation can provide this level of understanding, integrating in-depth local market knowledge with the technology and resources of a premier market research company: ACNielsen, the world’s leading market research organisation. ACNielsen understands the research needs of the advertising industry, planning, organising and managing a wide range of research services.