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Agencyreport2005profiles G.Qxd Special Report AGENCY PROFILES SUPPLEMENT Special Report AGENCY PROFILES SUPPLEMENT May 2, 2005 AGENCYProfiles of the world’s top 50 marketing organizations in this 61st annual rank- ing of U.S. agenciesREPORT 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 1,405 agencies worldwide revenue in 2004: revenue, lead personnel, and worldwide, are shown by From Omnicom Group at $9.74 significant news reports. revenue. Profiles include net- billion to Protocol Integrated Segment data focus on core work account data, geographic Direct Marketing at advertising, marketing servic- strengths and new agency $77 million. PAGE 3 es, and healthcare. PAGE 6 members. PAGE 59 This document, and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (© Copyright 2005) and is for your personal, non-commercial use only. You may not be reproduce, display on a website, distribute, sell or republish this document, or the information contained therein, without the prior written consent of The Ad Age Group. May 2, 2005 | Advertising Age |2 Special Report AGENCY PROFILES SUPPLEMENT ABOUT THIS PROFILE EDITION THIS REPORT IS A COMPANION to the 61st ciplines is tallied for the ranking. Figures it, net sales less cost of sales. The term annual Agency Report, published May 2, were obtained either via Advertising Age "revenue" is synonymous with gross 2005. The printed version provided rank- questionnaire (found at AdAge.com/arq), income, the barometer of agency activity ings of the world's top 25 marketing pulled from public documents or estimat- used in previous Ad Age rankings. organizations, 422 U.S. agencies, the top ed. Composition of the list includes hold- 100 marketing services shops, top 40 ing companies like Omnicom Group, sin- Ad Age estimated revenue for most companies by direct marketing, sales pro- gle independent agencies like Doner, and agencies of the larger publicly held mar- motion and interactive splits, rankings by marketing services companies like Aspen keting organizations, because these com- multicultural and healthcare shops, the Marketing Services. panies typically do not provide splits on world's leading media specialist compa- their operating units, citing their compli- nies provided by Recma Institute, Paris, ● Profiles of the top 50 marketing organ- ance with the Sarbanes-Oxley Act as the and a listing of leading independent izations. reason. Intent of the act, passed by agency networks. Congress in 2002, is to tightened rules on The structure of the profiles for each disclosure. Ad Age estimates are largely All rankings listed above can be found marketing organization includes revenue based on an agency's net billings per- on AdAge.com under “Agencies” in the splits by U.S., non-U.S. and worldwide formance, its historic growth pattern and DataCenter section. Even more extensive when applicable, contact information, and its industry segment. rankings are provided on the website for significant news of the parent covering marketing services agencies and splits by 2004 to date. Similar content is provided AA estimates are marked by asterisk. direct, sales promotion and interactive. for the parent's major U.S. (and sometimes non-U.S.) subsidiaries involved in market- TO REACH US This pdf version of the Agency Report ing communications. Financial data is Online: provides additional details on the printed omitted on subsidiaries involved in health- CLICK to get daily marketing news from AdAge.com rankings. It is grouped into three sections: care and PR. CLICK for AdAge.com’s Customer Service page ● A ranking of the world's top 50 mar- ● Revenue tallies and profiles of the Email: For questions about this keting organizations by revenue, from world's leading independent agency net- report, email Omnicom Group’s $9.75 billion world- works. [email protected] wide to Protocol Integrated Direct For general editorial information, Marketing’s $77 million in 2004. The cut- These independent agency networks write to [email protected] off is up from $58.6 million in 2003. are most commonly operated by fee-sup- ported secretariats that develop services Subscription & single copy sales 1- These top 50 marketing organizations to aid member agencies individually and 888-288-5900; Advertising (212) dominate the advertising industry: The collectively. This leadership unit also 210-0159; Classified 1-800-248- top four account for 51% of $17.44 bil- organizes "network" pitches for accounts, 1299; Reprints of the print edition lion in U.S. revenue from advertising, most often against multinational agency (717) 399-1900 Ext. 142; Library media and marketing services. A compa- networks. These networks represent services (312) 649-5476, (312) 649- ny's “entire” revenue is the basis of its 1,405 agencies worldwide. In the profiles, 5329 ranking if its various marketing disci- Ad Age lists their network accounts, those News offices: New York (212) 210- plines represent half the corporate totals. held in at least three countries. 0100; email: [email protected], Chicago Marketing disciplines include advertising, (312) 649-5200; Detroit (313) 446- media, healthcare, PR and marketing Revenue in the marketing disciplines 0320, Los Angeles (323) 370-2400; San services, which include direct marketing, is the sum of three components: Fee Francisco (415) 459-1401;Washington sales promotion and interactive. income, markup on materials and servic- (202) 662-7200; London 44-207-457- es, and the commission received for buy- 1400 If these disciplines comprise less than ing media. Marketing services companies half the revenue, only the sum of the dis- often identify this number as gross prof- 61st ANNUAL REPORT © Copyright 2005 Crain Communications Inc. May 2, 2005 | Advertising Age |3 Special Report AGENCY PROFILES SUPPLEMENT WORLD’S TOP 50 MARKETING ORGANIZATIONS Ranked by worldwide revenue in 2004 RANK WORLDWIDE REVENUE U.S. REVENUE 2004 2003 MARKETING ORGANIZATION HEADQUARTERS 2004 2003 % CHG 2004 2003 % CHG 1 1 Omnicom Group New York $9,747.2 $8,621.4 13.1 $5,223.4 $4,720.9 10.6 2 2 WPP Group*1 London 9,370.1 8,062.5 16.2 3,552.1 3,347.5 6.1 3 3 Interpublic Group of Cos. New York 6,200.6 5,863.4 5.8 3,436.5 3,284.2 4.6 4 4 Publicis Groupe Paris 4,777.3 4,408.9 8.4 2,039.6 1,982.5 2.9 5 5 Dentsu* Tokyo 2,851.0 2,393.0 19.1 48.2 48.8 -1.2 6 6 Havas Suresnes, France 1,866.0 1,877.5 -0.6 730.7 789.8 -7.5 7 8 Aegis Group London 1,373.6 1,067.4 28.7 427.9 383.4 11.6 8 7 Hakuhodo DY Holdings* Tokyo 1,372.4 1,178.8 16.4 0.0 0.0 NA 9 9 Asatsu-DK Tokyo 473.3 413.9 14.3 2.6 4.3 -38.1 10 10 Carlson Marketing Group Minneapolis 346.9 322.4 7.6 246.5 234.0 5.3 11 11 MDC Partners Toronto/New York 316.8 278.8 13.6 215.9 175.3 23.2 12 12 Incepta Group London 279.8 254.1 10.1 69.0 71.6 -3.7 13 13 Monster Worldwide New York 251.6 241.5 4.2 163.8 149.7 9.4 14 15 Digitas Boston 251.6 209.5 20.1 251.6 209.5 20.1 15 14 HealthSTAR Communications Woodbridge, N.J. 203.0 233.0 -12.9 203.0 233.0 -12.9 16 16 Alloy New York 194.1 182.6 6.3 194.1 182.6 6.3 17 18 Cheil Communications Seoul 185.9 173.0 7.4 14.4 10.2 40.2 18 23 Aspen Marketing Services West Chicago, Ill. 180.0 134.0 34.3 180.0 134.0 34.3 18 NA G2R*2 Seoul 180.0 0.0 NA 0.0 0.0 NA 20 17 Tokyu Agency Tokyo 176.0 182.0 -3.3 0.0 0.0 NA 21 19 George P. Johnson Co. Auburn Hills, Mich. 172.9 150.0 15.3 133.5 117.9 13.3 22 49 aQuantive Seattle 157.9 NA NA 157.9 NA NA 23 22 Doner Southfield, Mich. 155.7 137.0 13.7 141.3 122.7 15.2 24 25 Clemenger Communications Melbourne 147.4 118.6 24.3 0.0 0.0 NA 25 24 Select Communications Koblenz, Germany 145.0 120.0 20.8 60.0 48.5 23.7 Notes: Figures are in millions of U.S. dollars. Revenue figures are supplied by companies via Ad Age questionnaire or taken from public documents. An asterisk (*) indicates figures are Ad Age estimates. WPP and Havas totals for U.S. are actually for North America. 1WPP Group figures include estimates for Grey Global Group. 2G2R is a holding company for LG Ad and Wunderman Korea. Rankings for 2003 are based on data compiled in 2005. Major curren- cies converted at average annual exchange rates: $1.248975 per euro, $1.838858 per British pound, $0.009307 per yen, $.000879 per SK won, $0.771977 per Canadian dollar and $0.739467 per Australian dollar in 2004 versus $1.141325 per euro, $1.645217 per British pound, $0.008566 per yen, $.000839 per SK won, $0.707919 per Canadian dollar and $0.643533 per Australian dollar in 2003. May 2, 2005 | Advertising Age |4 Special Report AGENCY PROFILES SUPPLEMENT WORLD’S TOP 50 MARKETING ORGANIZATIONS Ranked by worldwide revenue in 2004 RANK WORLDWIDE REVENUE U.S. REVENUE 2004 2003 MARKETING ORGANIZATION HEADQUARTERS 2004 2003 % CHG 2004 2003 % CHG 26 20 Epsilon Wakefield, Mass.
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