Advertising gives the opportunity to companies to differentiate themselves and highlight their unique selling points. This stimulates competition in the marketplace, which, in turn, means that companies need to keep improving their products’ value. For consumers this translates to higher quality and lower prices.

By helping companies succeed, advertising plays a key role in a dynamic global economy. Successful companies create more jobs, pay more tax and contribute directly to economic growth. A Deloitte study quantified that 1 euro invested in advertising generates 7 euros to EU GDP.

All over the world, public service advertising has proven to be an effective way to increase AIDS awareness, promote energy saving, fight domestic violence, or reduce road deaths by encouraging the use of seat belts.

Sponsorship also plays an essential role in enabling sporting events such as the Olympic Games and the FIFA World Cup. In the arts, sponsorship subsidizes and pays for major exhibitions whether at the Museum of Modern Art or the Guggenheim or for performances at La Scala or the Opéra National de Paris.

Worldwide, commercial communications fund a diverse, pluralistic media landscape. Without advertising, many of the world’s media as we know them would not exist, and with that would go direct access to news and culture.