Agency Report 2011 Methodology

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About Agency Report 2011
Ad Age published Agency Report 2011 on April 25, 2011, in the print edition (as part of The Agency Issue) and in expanded form on AdAge.com. This is Ad Age's 67th annual Agency Report.

Information for the report came from questionnaires submitted by agencies and from additional analysis by Ad Age.

Most agencies submit revenue and other data on the questionnaire. Publicly held agency firms sometimes prefer not to reveal revenue for specific agencies, so figures for those agencies and some independent shops are based on Ad Age DataCenter estimates.

ESTIMATES: An asterisk next to an agency name indicates Ad Age estimate. Ad Age revised some 2009 estimates, mainly to reconcile revenue with agency, network or sector figures that agency firms disclose.

AGENCIES BY DISCIPLINES: Both ad agencies and marketing-services agencies are considered for breakout rankings by discipline. For these rankings, Ad Age applies a 75% rule: If revenue from the discipline in question represents less than 75% of an agency's total, only the discipline's amount is shown for that agency in the chart. However, if the discipline's amount is 75% or more of an agency's total revenue, an agency is included in that discipline at 100%.

FOREIGN CURRENCIES: Ad Age converted 2010 revenue to dollars using 2010's average annual exchange rates and 2009 revenue to dollars using 2009's average annual exchange rates.

PRO FORMA RESULTS: Revenue shown for agency companies is actual revenue as stated by companies or Ad Age estimates. Ad Age reports revenue for agency networks and agencies on a pro forma basis where possible. 2010 and 2009 revenue and rankings are based on data collected and/or adjusted in 2011, so the 2009 ranking for an agency company, network or agency may be different from the 2009 ranking that appeared in the spring 2010 report (Agency Report 2010).

AGENCY REPORT 2011 ONLINE: The report includes Agency Family Trees 2011, produced as a poster in Ad Age's April 25, 2011, print issue (holdings of the world's top four agency companies) and as an online database at AdAge.com/agencyfamilytrees2011 (holdings of the world's top 50 agency companies).

Expanded content from the Agency Report is available at AdAge.com/agencyreport2011. The database and expanded online report are part of premium content available to Ad Age DataCenter subscribers. Please visit AdAge.com/subscribe or e-mail customerservice@adage.com for subscription information.

AGENCY REPORT 2012: Agencies wanting to receive a questionnaire for 2012's report may e-mail AgencyReport@adage.com. New questionnaires will be available for download in early 2012 at adage.com/arq.

STAFF: Agency Report 2011 was produced by Ad Age DataCenter. Directors: Bradley Johnson, Kevin Brown. Project manager: Keri Lynch. Staff: Catherine Wolf, Troy Covello, Rahel F. Rasu, Madalyn Hoerr, Shawna Lent.

E-mail Ad Age's DataCenter: DataCenter@adage.com

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