Who runs the Advertising world? Holding Companies.

Photo: Adobe

Chances are that any large advertiser that you know and love most likely works with an Agency Holding Company for their Advertising needs, including Digital Media planning and buying.  The “Big Six” Advertising Agency Holding Companies are:

• WPP

• Omnicom Group

• Publicis Groupe

• IPG (Interpublic Group of Companies

• Dentsu

• Havas

Each holding company owns a range of advertising agencies that service needs across the spectrum.

A visual representation of the Agency Holding Companies are below: (Source: Eskimi- Agency Holding Companies: A Visual Mapping)

A visual representation of the Agency Holding Companies are below: (Source: Eskimi- Agency Holding Companies: A Visual Mapping)

These holding companies traditionally have controlled a large share of Ad Spending in the market. As someone that has worked in the industry from quite some time now, it is common for clients to shift between Agency Holding Companies every fews years, making the advertising agency landscape one that is ever changing.

An overview of the Agency Holding Companies revenues of 2023 are below: (Source: EMARKETER- Guide to ad agencies and holding companies: What they are and how they support marketing and advertising)

1. WPP (London, UK), $18.9 billion: A global leader in advertising offering communications, technology, and commerce services. Known for its creative transformation strategies.

2. Omnicom Group (New York, US), $14.6 billion: Specializes in digital marketing and serving clients globally. Recognized for innovative advertising strategies.

3. Publicis Groupe (Paris, France), $15.8 billion: Focuses on digital media and the success of its Epsilon data business. Engages in user-level cross-domain tracking. Subsidiary Publicis Sapient, based in Massachusetts, US is worth $1.3 billion.

4. The Interpublic Group of Companies (New York, US), $10.9 billion: Houses major networks like FCB and McCann Worldgroup, specializing in various marketing disciplines.

5. Dentsu International (Tokyo, Japan), $7.9 billion: A firm founded in Japan, this global company excels in advertising and public relations. Utilizes advanced data modeling for advertising reach.

6. Havas (Paris, France), $3.1 billion: A global advertising and public relations leader, offering services from direct marketing to corporate communications. Works with clients like Jack Daniel’s, Pernod Ricard, and IBM. 

Outside of the “Big Six”, there are also Independent agencies scattered throughout the market. Some large Advertisers do have in-marketing that handle a multitude of their needs, but many are relying on agencies for their needs.