Navigating the advertising ecosystem is complicated. 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’re under, which brand accounts they’re responsible for, and who the decision makers are, too. Here’s a cheat sheet to understand the many agency/brand relationships, how advertisers place their ads, and the technologies they’re using .
Check out our ultimate list of 10 agency holding companies and their affiliates (with least $5 billion dollars in worldwide revenue).
For more information on brand relationships and marketing management, 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, with 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:
First, 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 its main management office in London and executive office in Ireland. WPP is a creative transformation company that creates campaigns for their clients through integrated communications, experience, commerce and technology. The agencies listed below make up the holding company, in addition to a data investment management agency as well. 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
Second, a global leader in marketing communications, Omnicom Group reached $15.3 billion in 2018 revenue. Headquartered in NYC, the American global media, marketing, and corporate communications holding company employs 70K+ specialists serving 5,000+ brands around the world. Each year, at the Cannes Lions International Festival of Creativity, 137 Omnicom agencies won over 300 Lions from approximately 34 different countries in 2018 and is consistently featured in the top 250 performers of Fortune 500 and ranks number one in the advertising and marketing industry group. Its 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
Next, 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.
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. Its 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. Its 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 that exists to innovate the way brands are built in order to generate new value for people. In 2018, the agency holding company produced $9.2 billion in overall revenue and is broken down into the Dentsu Aegis Network as shown below, as well as Dentsu Japan. Its 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 and 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 perspective to bring everyone together 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
Finally, 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, its main mission is to advance businesses using digital at scale and speed.
If you liked this blog post, check out:
- The Complete List of Interpublic Group (IPG) Agencies
- The List of Agencies in the Omnicom Network
- Social Media Ad Spend is Climbing: 10 Advertisers Behind the Spike