Agency Report 2014 Methodology

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Ad Age DataCenter produced Advertising Age's 70th annual Agency Report, published April 28, 2014.


Ad Age DataCenter subscribers have exclusive access to expanded report content, available at AdAge.com/agencyreport2014. That content includes the AdAge.com/agencyfamilytrees2014 database showing holdings of the world's 50 largest agency companies. The online U.S. all-disciplines ranking includes more than 900 agencies. For many agency disciplines, Ad Age DataCenter offers deeper online rankings. For example, the U.S. digital-networks online ranking includes 50 agencies.


To subscribe to Ad Age DataCenter, visit AdAge.com/GetDataCenter or send an email to customerservice@adage.com.


To order additional copies of this print issue including an Agency Family Trees pullout poster (found after Page 8), email customerservice@adage.com.


Ad Age's exclusive 2014 agency executive contact list is available for purchase. The list includes names, titles and contact information for key executives at the nation's 900-plus largest advertising, media and marketing-services agencies. For information on purchasing that list, email gregry.gilroy@reachmarketing.com.


Information for Agency Report 2014 came from questionnaires submitted by agencies and from analysis by Ad Age DataCenter. To see the questionnaire, go to AdAge.com/arq.


Most agencies submit revenue and data via the questionnaire. Publicly held agency firms sometimes prefer not to reveal revenue for specific agencies; figures for those agencies and some independent agencies are Ad Age estimates. An asterisk next to an agency name indicates an Ad Age DataCenter revenue estimate.


Revenue and rankings for 2013 and 2012 are based on data collected and/or adjusted in 2014, so the 2012 ranking for an agency company, agency network or agency may be different from the 2012 ranking that appeared in the April 2013 report (Agency Report 2013).


Ad Age evaluates ad agencies and marketing-services agencies for breakout rankings by discipline. For these rankings, Ad Age applies a 75% rule: If revenue from a particular discipline represents less than 75% of an agency's total revenue, only revenue attributed to that discipline is shown for that agency in the chart. However, if the discipline accounts for 75% or more of an agency's total revenue—implying the discipline is the foundation of that agency—then an agency is ranked in that discipline at 100% of revenue.


Questionnaires for Agency Report 2015 will be available in January 2015 at AdAge.com/arq. Agencies that want to receive a questionnaire for 2015's report may email .


Advertising Age's 70th annual Agency Report, produced by Ad Age DataCenter.

DataCenter directors: Bradley Johnson, Kevin Brown.
Editors: Catherine Wolf, Shawna Lent
Research assisistants: Kim Bauer, Jake Guidry, Will Judd, Madison Mayster, Jacquelyn Thayer

AdAge.com/datacenter
Email: DataCenter@adage.com