Navigating the advertising ecosystem is no easy task these days. From understanding the many agency/brand relationships to how advertisers are placing their ads and the technologies they’re using…for anyone in sales, having a cheat sheet never hurts!
Agency holding companies, for example, are expanding and acquiring entities at a rapid pace. If you’re targeting agencies, it’s important to know which house they roll up to, which brand accounts they are responsible for and the decision-makers within.
In this post, we’re sharing ten different agency family trees that individually have an excess of $5 billion dollars in worldwide revenue. If you’re interested in connecting the dots on their brand relationships and who is managing their marketing dollars, request a Winmo demo today!
- Omnicom Group
- Publicis Groupe
- Interpublic Group of Cos
- Dentsu Inc
- Accenture Interactive
- PWC Digital Services
- Deloitte Digital
- IBM IX
- Cognizant Interactive
This group of holding companies include some of the top agency networks around the world, all of which have at least $5 billion dollars in worldwide revenue. Let’s take a closer look at the parent companies that own smaller advertising agencies within the space:
Regarded as the largest agency holding company in the world, WPP’s 2018 revenue totaled $20.8 billion. The British multinational advertising and public relations company operates with its main management office in London, and its executive office in Ireland.
WPP is a creative transformation company that creates campaigns for their clients through integrated communications, experience, commerce and technology. WPP strives to build better futures for their clients and the communities in which they live. The agency holding company is made up of the agencies listed below, in addition to a data investment management agency that is not listed.
WPP affiliates work with brands such as Nestle, Chanel, Volkswagen, Google, and Facebook to name a few.
|Group M||Wunderman Thompson||Ogilvy||VMLY&R||Grey Group||Unaligned Units|
|Mindshare||Wunderman Thompson||Ogilvy Health||VMLY&R||Grey||AKQA|
2. Omnicom Group
A global leader in marketing communications, Omnicom Group reached $15.3 billion in 2018 revenue. The American global media, marketing, and corporate communications holding company is headquartered in New York City.
Omnicom is made up of 70K+ specialists serving 5,000+ brands around the world. At the annual Cannes Lions International Festival of Creativity, 137 Omnicom agencies won over 300 Lions from approximately 34 different countries in 2018. Omnicom is consistently featured in the top 250 performers of Fortune 500 and ranks number one in the advertising and marketing industry group.
Omnicom Group affiliates service brands such as AT&T, Pepsi, Ford, and McDonald’s.
|Omnicom Media Group||DDB Worldwide Communications Group||TBWA Worldwide||BBDO Worldwide||Omnicom Precision Marketing Group||Omnicom Public Relations Units||Omnicom Health Group||Other Units|
|OMD Worldwide||DDB Worldwide||TBWA Worldwide||Healthwork||Rapp||FleishmanHillard||Medical Specialist Communications||Agency 720|
|PHD||Interbrand||Lucky Generals||Kern||Ketchum||Harrison & Star||Critical Mass|
|Icon International||Tribal Worldwide||GMR Marketing||Proximity||Porter Novelli||WildType||Dieste|
|Hearts & Science||TracyLocke||Integer Group||Organic||Marina Maher Communications||Biolumina||Doremus|
|Annalect||Alma||EG+ Worldwide||Targetbase||RxMosaic||Adelphi Group||Goodby, Silverstein & Partners|
|Resolution Media||Rodgers Townsend||180 Kingsday/180 LA||Javelin Agency||CDM||GSD&M|
|OMG Entertainment & Sports||Healthcare Consultancy Group||Marketing Arm|
|OMG Outdoor Media Group||DDB Health||Martin Williams|
|TBWA/WorldHealth||Merkley & Partners|
|Patients & Purpose||One & All|
|OHG Asia Pacific||Serino Coyne|
|BioPharm Communications||Siegel & Gale|
|SSCG Media Group||Zimmerman Advertising|
3. Publicis Groupe
Publicis Groupe is the oldest and also one of the largest holding companies in the world, working to drive business transformation across the entire value chain. In 2018, the holding company generated $11.7 billion in revenue.
In order to integrate seamlessly, Publicis Groupe is organized into four solutions hubs: Publicis Communications, Publicis Sapient, Publicis Media, and Publicis Health, and it currently has an acquisition pending with Epsilon. In this model, all agency brands share an operational backbone, which allows them to compete and better connect to clients throughout different markets.
Publicis Groupe affiliates work with brands including Dunkin’, Lowe’s, Visa, Xfinity TV, and NBCUniversal.
|Publicis Media||Publicis Communications:||Publicis Sapient|
|Starcom||Publicis Worldwide||Publicis Sapient|
|Digitas||Leo Burnett Worldwide|
|Spark Foundry/ Blue 449||Saatchi & Saatchi|
|Saatchi & Saatchi X|
|Bartle Bogle Hegarty|
4. Interpublic Group of Companies
Headquartered in New York City, IPG is a global provider of marketing solutions and closed out 2018 with $9.7 billion in revenue.
IPG covers the entire spectrum of marketing disciplines and specialties, from public relations and consumer advertising to mobile search engine marketing. With more than 54,000 employees, IPG operates in over 100 countries across the globe through five main groups: McCann Worldgroup, FCB, MullenLowe Group, Acxiom, and other units.
IPG affiliates service brands such as Nike, Oreo, Chipotle, Royal Caribbean Cruises, and Jeep.
|McCann Worldgroup||FCB||MullenLowe Group||Other Units|
|Weber Shandwick||FCB Health Network||Martin Agency||Axis Agency|
|MRM/McCann||FCB/ Six||Campbell Ewald||Carmichael Lynch|
|McMann Health||New Honor Society||Current Global|
|Fitzgerald & Co||Brooklyn Brothers|
|Casanova/McCann||Hill Holiday Group|
|Avrett Free Ginsberg||Huge|
|Jack Morton Worldwide|
5. Dentsu Inc
Dentsu is a Japanese international advertising and public relations company headquartered in Tokyo. In 2018, the agency holding company produced $9.2 billion in overall revenue.
Dentsu exists to innovate the way brands are built in order to generate new value for people. The three elements of innovation included in their business model are entrepreneurship, ideas, and technology. Dentsu is broken down into the Dentsu Aegis Network as shown below, as well as Dentsu Japan.
Dentsu affiliates work with brands including Home Depot, Microsoft, American Express, Hershey’s and The Wall Street Journal.
|Dentsu Aegis Network|
6. Accenture Interactive
Accenture Interactive is designed to empower marketers to own experiences from start to finish. The holding company finished 2018 with $8.5 billion generated in revenue.
Accenture Interactive believes every experience is a chance to grow your business and it assists clients in creating the best customer experience possible. Through connected offerings in design, marketing, content and commerce, Accenture Interactive works to bridge the gap between brand promise and customer experience.
7. PwC Digital Services
With over 10,000 team members globally, PwC Digital Services generated $5.4 billion in revenue throughout 2018.
PwC uses the power of perspective to bring everyone together in an attempt to solve the right problems and form big visions for its clients. The agency holding company works on a BXT philosophy:
- Business: The business change required to shift the way an organization operates and generates profit.
- Experience: The human=physical-virtual interface required to create a useful and engaging experience.
- Technology: The tools required to implement new solutions on a large scale.
8. Deloitte Digital
Throughout 2018, Deloitte Digital generated $5.3 billion in revenue. The holding company’s main goal is to understand the digital space and prepare clients for what’s to come.
Deloitte Digital helps clients see what’s possible, determine what is truly valuable, and deliver on it. Across the globe, the agency holding company’s digital capabilities connect to client strategic experience, delivery methods, and innovative thinking.
9. IBM iX
Totaling $5.0 billion in revenue generated in 2018, IBM iX works at the intersection of strategy, creativity, and technology to allow clients to digitally reinvent their businesses.
IBM iX creates the ultimate customer experience through strategy and design. The agency holding company works to shape future experience and put customer platforms to work.
10. Cognizant Interactive
Falling just under the $5 billion mark, Cognizant Interactive produced $4.9 billion in worldwide revenue in 2018. Cognizant Interactive is one of the world’s leading services, headquartered in the US.
Cognizant is ranked 195 on the Fortune 500 and is consistently listed among the most admired companies in the world. As one of the world’s leading professional services companies, Cognizant uses technology to advance businesses and make the customer experience exceptional, with its main mission being to advance businesses using digital at scale and speed.