Ad Expenditure: US$520bn 2016 GroupM Forecast This Year Next Year Dec 2015

Advertising Agencies

leading marketing services companies

The Top Marketing Groups Worldwide

#1 #2
WPP Omnicom Group

British giant WPP overtook long-time rival Omnicom in 2008 to become the world's biggest marketing group, as well as the most profitable. Very much the personal creation of its founder Sir Martin Sorrell, WPP now owns four of the world's largest advertising agencies in JWT, Ogilvy & Mather, Young & Rubicam and Grey. These are partnered by global media networks Mindshare, MEC, Mediacom & Maxus, and more than 100 other diversified marketing agencies.

Omnicom is the #2 marketing services group,controlling an extensive collection of different businesses led by the global advertising networks of BBDO, DDB and TBWA, three agencies with an unequalled reputation for creative excellence. Its main media buying network is OMD. The group also controls an extensive collection of marketing services companies including PR giant Fleishman Hillard and CRM marketer Rapp. Plans to overtake WPP for the top spot through a merger with Publicis were abandoned in 2014.

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#3 #4
Publicis Groupe Interpublic

Publicis Groupe of France forced its way into the upper ranks with a string of canny acquisitions, including Saatchi & Saatchi and Leo Burnett. More recently it took full control of BBH, and acquired a string of digital specialists including Digitas, Razorfish and Sapient. In 2016 it split its media networks Starcom MediaVest and Zenith Optimedia into four separate units. A bold plan to merge with Omnicom to create a new global giant collapsed in 2014.

Interpublic remains one of the big four international marketing groups but it struggled in the early 2000s with a series of challenges in different parts of its portfolio. Its lead advertising network is McCann Worldgroup, one of the original pioneers in modern global marketing, supported by integrated network FCB, and a diverse collection of other shops including creative agencies Mullen Lowe and Deutsch, PR giant Weber Shandwick and digital specialist R/GA. Media networks include UM and Initiative.

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#5 #6
Dentsu Havas

No advertising agency dominates its home market as completely as Dentsu of Japan, which controls around 30% of all that country's mass media advertising. Until recently its profile outside Asia has been very limited indeed, but Dentsu began to change that imbalance with a few carefully selected acquisitions. The first big breakthrough came with the purchase of New York agency McGarry Bowen. That was topped by the bolt-on of Aegis, which owns the global media networks Carat and Vizeum.

Now controlled by French media group Vivendi, Havas is the last of what was once a sizeable second tier of mid-sized global marketing groups. It controls advertising network Havas Worldwide (known as Euro RSCG until 2012) and media network Havas Media, as well as small collection of other agencies, of which the best known is Arnold Worldwide. The former flagship of Euro RSCG in Paris has also established a separate identity under the name BETC.

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The Next 45 Marketing Groups Worldwide in 2015...

Accenture Advantage Marketing Partners Match Marketing Group
Epsilon Harte-Hanks Brunswick
IBM Interactive Engine Group Huntsworth
Hakuhodo DY Mosaic iCrossing
Deloitte Digital Freeman Horizon Media
BlueFocus (inc Vision7) Asatsu-DK Next Fifteen
MDC Partners inVentiv Communications Richards Group
PwC Digital Serviceplan FTI Consulting
Edelman Wieden & Kennedy Global Experience Specialists
Experian Marketing Services Project Worldwide ICF Olson
Cheil Worldwide M&C Saatchi St Ives
Acxiom Chime Gyro
Media Consulta WPP AUNZ / STW Group EPAM
Merkle Innocean Derse
Aimia Matomy Media Group Cramer-Krasselt

Source: Advertising Age, others

Other diversified Marketing Communications Groups

TBA Global Events Clemenger Communications RPA
MSQ Partners Asahi Advertising Doner
GIIR HighCo Select Communications
Enero Group Jung von Matt The Marketing Store
Creston Armando Testa Centron Communications
Meredith Xcelerated Marketing Nurun Sid Lee

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