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Agency Report 2004 Profiles SPECIALREPORTSUPPLEMENT4.19.04 TH ANNUAL AGENCY REPORT Profiles of the world’s top 50 marketing organizations INSIDE Top 50 ranking Company holdings Independent networks The leading marketing Profiles detail holding Indie networks, representing organizations ranked by company and core agency more than 1,375 agencies worldwide revenue in 2003: revenue, lead personnel, and worldwide, are shown by From New York’s Omnicom significant news reports. revenue. Profiles include net- Group at $8.62 billion to Segment data focus on core work account data, geographic Tokyo-based Nikkeisha at advertising, marketing servic- strengths and new agency $58.6 million. PAGE 3 es, and healthcare. PAGE 6 members. PAGE 48 © Copyright 2004 Crain Communications Inc. AgencyReport April 19, 2004 | Advertising Age |2 Ⅵ THE WORLD’S TOP 50 About this profile edition THIS REPORT IS A COMPANION to the 60th splits by U.S., non-U.S. and worldwide agencies until last year, but ended the annual Agency Report, published April when applicable, contact information, and practice when Congress passed the 19, 2004. The printed version provided significant news of the parent covering Sarbanes-Oxley Act that tightened rules rankings of the world's top 25 marketing 2003 and early 2004. Similar content is on disclosure. organizations, 457 U.S. agencies, multi- provided for the parent's major U.S. (and cultural and healthcare agencies, the sometimes non-U.S.) subsidiaries involved Ad Age estimates ad agencies and world's leading media specialist compa- in advertising and media. Financial data is media companies and marks them with an nies provided by Recma Institute, Paris, omitted on subsidiaries involved in mar- asterisk; it does not estimate marketing and a listing of independent agency net- keting services, healthcare and PR. services and healthcare agencies. For works. These individual rankings can be these segments, it generates a collective found under "Agencies" in the ● Revenue tallies and profiles of the estimate. For example, Omnicom Group's DataCenter section of AdAge.com. world's leading independent agency net- BBDO Worldwide agency unit is estimat- works. ed at $1.24 billion worldwide, an ad-only This pdf version of the Agency Report figure that doesn't include media. And provides additional details on the printed These independent agency networks Omnicom's Alcone Marketing Group, a rankings. It is grouped into three sections: are most commonly operated by fee-sup- marketing services agency, is part of a col- ported secretariats that develop services lective estimate for all Omnicom market- ● A ranking of the world's top 50 mar- to aid member agencies individually and ing services of $1.1 billion worldwide. keting organizations. collectively. This leadership unit also organizes "network" pitches for accounts, The world's top 50 marketing organi- most often against multinational agency TO REACH US zations, an expansion of the top 25 in the networks. These networks represent Online: published version, is a ranking by rev- 1,375 agencies worldwide. CLICK to get daily marketing news from AdAge.com enue of the companies that dominate the CLICK for AdAge.com’s Customer Service page advertising industry. A company's entire Revenue in the marketing disciplines Email: revenue is the basis of its ranking if its is the sum of three components: Fee For questions about this various marketing disciplines represent at income, markup on materials and servic- report, email least half the corporate totals. es, and the commission received for buy- [email protected] ing media. For general editorial information, When these disciplines comprise less write to [email protected] than half the revenue, only the sum of Among marketing services shops, rev- Subscription & single copy sales 1- the disciplines is tallied for the ranking. enue is often termed gross profit (net 888-288-5900; Advertising (212) Figures were obtained either via sales less cost of sales). The term "rev- 210-0159; Classified 1-800-248- Advertising Age questionnaire (found at enue" is synonymous with gross income, 1299; Reprints of the print edition AdAge.com/arq), pulled from public doc- the barometer of agency activity used in (717) 399-1900 Ext. 142; Library uments or estimated. Composition of the previous Ad Age rankings. services (312) 649-5476, (312) 649- list includes holding companies like 5329 Omnicom Group, single independent Ad Age estimated most ad agencies of News offices: agencies like Doner, and marketing serv- the larger publicly held marketing organ- New York (212) 210- ices companies like Alloy. izations because these companies gener- 0100; email: [email protected], Chicago ally do not provide agency splits on their (312) 649-5200; Detroit (313) 446- ● Profiles of the top 50 marketing organ- operating units. These estimates are 0320, Los Angeles (323) 370-2400; San izations. largely based on an agency's net billings Francisco (415) 459-1401;Washington performance and on their historic growth (202) 662-7200; London 44-207-457- The structure of the profiles for each patterns. The big marketing organizations 1400 marketing organization includes revenue provided revenue breakouts for their 60TH ANNUAL REPORT © Copyright 2004 Crain Communications Inc. AgencyReport April 19, 2004 | Advertising Age |3 WORLD’S TOP 50 MARKETING ORGANIZATIONS Ranked by worldwide revenue in 2003 RANK WORLDWIDE GROSS INCOME U.S. GROSS INCOME 2003 2002 ADVERTISING ORGANIZATION HEADQUARTERS 2003 2002 % CHG 2003 2002 % CHG 1 1 Omnicom Group New York $8,621.4 $7,536.3 14.4 $4,720.9 $4,284.6 10.2 2 3 WPP Group London 6,756.1 5,781.5 16.9 2,762.2 2,448.2 12.8 3 2 Interpublic Group of Cos. New York 5,863.4 6,203.6 -5.5 3,284.2 3,491.1 -5.9 4 4 Publicis Groupe Paris 4,408.9 4,107.6 7.3 1,984.0 1,933.5 2.6 5 5 Dentsu Tokyo 2,545.0 2,292.3 11.0 49.0 50.9 -3.6 6 6 Havas Suresnes, France 1,877.5 1,888.1 -0.6 789.8 824.8 -4.2 7 7 Grey Global Group New York 1,307.3 1,199.7 9.0 585.7 555.2 5.5 8 8 Hakuhodo DY Holdings* Tokyo 1,208.1 NA NA 0.0 0.0 NA 9 9 Aegis Group London 1,067.4 875.6 21.9 377.6 330.8 14.2 10 10 Asatsu-DK Tokyo 413.9 354.3 16.8 4.3 3.8 11.6 11 11 Carlson Marketing Group Minneapolis 322.4 328.5 -1.9 234.0 251.3 -6.9 12 13 Incepta Group London 254.1 240.9 5.5 70.6 70.1 0.6 13 12 Monster Worldwide New York 241.5 272.5 -11.4 149.7 169.8 -11.8 14 16 HealthSTAR Communications Woodbridge, N.J 233.0 180.0 29.4 233.0 180.0 29.4 15 14 Digitas Boston 209.5 204.0 2.7 209.5 204.0 2.7 16 17 MDC Partners Toronto 193.7 171.7 12.8 133.2 113.2 17.7 17 15 Tokyu Agency Tokyo 181.6 180.4 0.6 0.0 0.0 NA 18 18 Cheil Communications Seoul 173.0 165.0 4.8 9.2 6.5 40.2 19 30 SBI Group Salt Lake City 150.0 88.0 70.5 142.0 79.2 79.3 20 19 George P. Johnson Co. Auburn Hills, Mich. 150.0 149.3 0.5 117.9 120.4 -2.1 21 21 Doner Southfield, Mich. 137.0 121.5 12.8 122.7 109.7 11.8 22 20 Aspen Marketing Group West Chicago, Ill. 134.0 125.0 7.2 134.0 125.0 7.2 23 25 Alloy New York 128.0 101.2 26.5 128.0 101.2 26.5 24 26 Clemenger Communications Melbourne 125.7 100.9 24.6 0.0 0.0 NA 25 22 Select Communications* Koblenz, Germany 120.0 110.0 9.1 48.5 44.0 10.2 Note: Dollars are in millions. Minority-held agencies qualify as marketing organizations. 2002 rankings are based on data collected in 2003. See Page 2 for sources and methodology. *Figures are AA estimates. AgencyReport April 19, 2004 | Advertising Age |4 WORLD’S TOP 50 MARKETING ORGANIZATIONS Ranked by worldwide revenue in 2003 RANK WORLDWIDE GROSS INCOME U.S. GROSS INCOME 2003 2002 ADVERTISING ORGANIZATION HEADQUARTERS 2003 2002 % CHG 2003 2002 % CHG 26 27 Cossette Communication Group Quebec City $115.9 $100.4 15.4 $12.2 $10.8 13.6 27 24 Richards Group Dallas 114.5 103.1 11.1 114.5 103.1 11.1 28 29 DVC Worldwide Morristown, N.J. 99.0 93.4 6.0 38.1 37.6 1.3 29 23 ChoicePoint Precision Mktg. Alpharetta, Ga. 96.6 105.8 -8.7 96.6 105.8 -8.7 30 28 RPA Santa Monica, Calif. 95.1 93.8 1.4 95.1 93.8 1.4 31 31 inChord Communications Westerville, Ohio 89.7 82.9 8.2 89.4 82.4 8.5 32 33 M&C Saatchi Worldwide London 89.5 77.1 16.1 3.2 2.1 54.4 33 39 Armando Testa Group* Turin, Italy 87.0 70.1 24.1 0.0 0.0 NA 34 32 Asahi Advertising Tokyo 85.7 78.9 8.6 0.0 0.0 NA 35 35 Bartle Bogle Hegarty* London 84.3 75.4 11.8 26.3 25.0 5.2 36 34 Marketing Store Lombard, Ill. 83.9 76.6 9.4 35.4 35.0 1.2 37 36 Cramer-Krasselt Chicago 79.1 74.6 6.1 79.1 74.6 6.1 38 37 Wieden & Kennedy* Portland, Ore.
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