How consolidated agency makes up core

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The agency brand is the core agency reported in the top 30 ad agencies by employment. It is the traditional ad agency stripped of its specialty subsidiaries that most generally operate independently.

The consolidated agency column merges the agency core with specialty shops not included in the core. In many cases the consolidated bears a different name, often that of the ad organization parent. Arnold Worldwide core becomes Arnold Worldwide Partners consolidated; Lowe Lintas & Partners core becomes Lowe Group consolidated.

Ad Age filters out the impact of acquisitions on base-level growth by treating purchases and divestitures as if they were on the books two consecutive years. This requires adjusting prior-year figures, usually at the consolidated level.

Employees at dedicated media services companies like MediaCom (Grey), MediaVest (D'Arcy) and Starcom ( Leo Burnett) are not in core or consolidated numbers.

Arnold Worldwide Partners: Core, Arnold Worldwide in Boston, Richmond, Va., and Washington; consolidated, includes the core plus Arnold Direct, Wickersham Hunt Schwantner, Arnold's string of 11 national field offices, and Vickers & Benson, Chicago.

Bates Worldwide: Core, Bates ad shops; consolidated, the core plus 141 USA, Bates Travel & Tourism, DWP Bates Technology. Zenith Media is not in core or consolidated.

BBDO Worldwide: Core, BBDO-named shops and Pentacom; consolidated, the core and @tmosphere, BGM, Frank J. Corbett, Doremus & Co., InterOne Marketing Group, Lyons Lavey Nickel Swift, Pentamark and TLP.

Bozell Group: Core is Bozell-named offices in 10 U.S. cities; consolidated, the core and Avrett Free & Ginsberg, Berenter Greenhouse & Webster, Howard, Merrell & Partners, SixtyFootSpider and Stein Rogan & Partners.

Leo Burnett Worldwide: Core, Leo Burnett USA; consolidated, the core and Capps Digital, Giant Step, Lapiz, LeoHealth, TFA/LB, The Lab: Unexpected Solutions, Vigilante, Williams-Labadie, Chemistri, NorthStar and Leo Burnett PR. Starcom is not in core or consolidated.

D'Arcy Masius Benton & Bowles: Core, D'Arcy-named shops plus Highway One; consolidated, the core and Bromley Communications, Clarion Marketing & Communications, Medicus Group International and MS&L. MediaVest Worldwide is excluded from core and consolidated.

DDB Worldwide: Core, DDB-named shops and proprietary media unit Optimum Media; consolidated, the core and Griffin Bacal, Bernard Hodes Advertising, KPR, Spike/DDB, Tribal DDB Worldwide, Focus GTE and Moss/Dragoti).

Euro RSCG Worldwide: Core, Messner Vetere Berger McNamee & Schmetterer/Euro RSCG, Euro RSCG Tatham, Euro RSCG DSW Partners, Jordan McGrath Case & Partners, and aka Euro RSCG; consolidated, the core and Robert A. Becker Euro RSCG, Bounty SCA Worldwide, Devon Direct Marketing & Advertising, Lally, McFarland & Pantello, Lena Chow Euro RSCG, Tyee Group, Meridian Consulting Euro RSCG and Middleberg Euro RSCG. SFM Media Planning is not in the core or consolidated.

FCB Worldwide: Core, FCB-named ad shops, McElroy FCB; consolidated, the core and FCB HealthCare and Hacker Group. TN Media is not in core or consolidated.

Grey Worldwide: Core, Grey Worldwide-named shops; consolidated, the core and Beyond Interactive, J. Brown/LMC Group, Grey Directory Marketing, Grey Direct Marketing Group, G-WhiZ! Youth Marketing, Grey Healthcare Group, Visual Communications, Grey Interactive and GCI, APCO, G2, Wing Latino Group (formerly FOVA in the U.S.) and Tape Center. MediaCom is not in core or consolidated.

Lowe Lintas & Partners: Core, Lowe Lintas & Partners Worldwide; consolidated is Lowe Group and represents the core plus Campbell-Ewald, Carmichael-Lynch, Dailey & Associates, Hill, Holliday, Connors, Cosmopulos, Long Haymes Carr, Lowe Lintas Zipatoni, Martin Agency, Miller/Huber Relationship Marketing, Mullen and Lowe Healthcare Worldwide.

Martin/Williams: Core is the Martin/Williams shop; consolidated includes the core and Karwosky & Courage, a pr unit.

McCann-Erickson Worldwide: Core, McCann-named shops, and Phillips Ramsey; consolidated, the core and Angotti, Thomas, Hedge, Accentmarketing, Austin Kelley Advertising, Campbell Mithun, Casanova Pendrill Publicidad, FutureBrand, Gotham, Momentum (including Diamond Promotions and Waylon Co.), MRM, Nationwide Advertising Services, Torre Lazur McCann Healthcare and Weber Shandwick. Universal McCann is not in the core or consolidated.

Ogilvy & Mather Worldwide: Core, O&M-named shops; consolidated, the core and OgilvyOne, which includes Ogilvy Interactive.

Publicis Worldwide: Core, Publicis USA (Publicis-named shops in New York, Dallas, Seattle, Salt Lake City, Boise, Indianapolis and Chicago ( Publicis & Hal Riney), and Publicis Technology and Publicis Dialog; consolidated includes the core plus Burrell Communications Group, Publicis & Hal Riney, San Francisco, Fallon, and Frankel. Optimedia is not in the current year.

Richards Group: Core is Richards Group; consolidated is the core and Pyro Brand Development.

Rubin Postaer & Associates: Core, the Santa Monica, Calif., agency of the same name; consolidated is the core and Rubin Postaer & Associates regional offices.

Saatchi & Saatchi: Core, S&S-named shops and S&S Business Communications; consolidated, the core and Team One Advertising, Conill Advertising, Klemtner Advertising and field offices connected to S&S Torrance, and Team One. S&S's share of Zenith Media is not in the core or consolidated.

J. Walter Thompson Co.: Core, JWT-named shops; consolidated, the core and Brouillard Communications, Imagio/JWT, ThompsonConnect, formerly JWT Direct, and JWT Specialized Communications.

Wolf Group Integrated Communications: Core includes Wolf Group-named offices in New York, Cleveland, Buffalo, Rochester and Atlanta; consolidated, includes the core and Grand Group (Chicago office), Viaduct and Symphoni Interactive.

Young & Rubicam: Core is Y&R Advertising-named shops; consolidated, the core and Bravo Group, Burson-Marsteller, Cohn & Wolfe, Impiric, Kang & Lee, Landor & Associates, Robinson Lerer & Montgomery and Sudler & Hennessey. Media Edge is not in core or consolidated.


Core and consolidated are the same at Cramer-Krasselt, Deutsch, Doner, Goodby, Silverstein & Partners, Temerlin McClain, TBWA/Chiat/Day and Wieden & Kennedy.

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