52ND ANNUAL AGENCY REPORT;AD AGE DATAPLACE

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The agency report in the Advertising Age Dataplace is a map delineating geographic places identified by 113 charts, including rankings of ad agencies in 105 countries.

As imposing as Mount Fuji itself is Dentsu Inc., bulwark on theworld's agency brands chart, its $1.93 billion gross income a natural barrier against any pretender to the throne.

Yet brand runner-up, McCann-Erickson Worldwide, unlike Dentsu, has a name that's common currency in most countries.

That agency's ubiquity and size once again took it to the top of the chart ranking the largest U.S.-based consolidated agencies by worldwide gross income.

Leo Burnett Co., its hulking billing's base resembling an impassable rubicon to contenders, widened its lead over J. Walter Thompson Co. as the top U.S. advertising agency brand. Burnett hit $370.6 miilion in gross income, up 15.1%.

The buttress holding network television, pillar of the U.S. media world served by agencies, is D'Arcy Masius Benton & Bowles, its bedrock spending accounting for $1 in every $7 outlayed in the medium.

Global ad warming is quantified in country rankings such as India, where ad agencies' billings grew a collective 38%.

But how that growth is occurring is quite another matter.

Expediency may be supplanting the West's sense of propriety, at least at one Bombay shop. It is owned by a multinational agency, but places ads for a sheltered client of a competing agency network. The competitor even sent a form to Ad Age calling the shop its affiliate.

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