to 27th Aug 2015
TOP ADVERTISING TERRITORIES
South Korea ($9.1bn)
Hong Kong ($8.0bn)
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Everything you need to evaluate the leading agencies
Adbrands Company Profiles assess more than 1,000 leading advertisers, brands and agencies, and examine each company's business record, geographic strength and comparative performance within its chosen sector, including strengths, weaknesses, history, up-to-date news and top-line financial information. What else does the company do? How did it originate? What other brands does it own? How is it performing in the market? With what other businesses is it affiliated?
The Account Assignments database tracks account management for the world's leading brands and companies. In other words, which advertising agency handles which accounts in which countries. Fully searchable by brand, brandowner company or advertising agency, the database now contains almost 25,000 worldwide account assignments for just under 6,000 leading brands and more than 1,700 advertising and marketing agencies.
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Whereas in the past, each individual ad agency offered a variety of different marketing services under a single roof, the rapid expansion of the media industry (for example the proliferation of cable and digital channels), as well as the refusal of clients to pay for services they didn't require, encouraged most large advertising agencies to spin out their more specialised in-house departments as separate agencies in their own right.
At the same time, while the number of individual agencies has as a result increased, ownership of those agencies has concentrated dramatically. Massive consolidation within the industry has led to a huge number of mergers and acquisitions, and the creation at the top end of the market of a small group of major holding companies, each of whom owns or controls a large number of separate agencies. There are still independent owner-operated agencies out there, but in far fewer numbers than ever before, and most are small by comparison with the group-owned brands. Continue reading Structure of the Advertising Industry here.