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Methodology
Information for Ad Age Agency Report 2024 came from questionnaires submitted by agencies and agency companies and from analysis and estimates by Ad Age Datacenter.
Ad Age’s ranking of the world’s biggest agency companies is based on revenue.
Agency figures submitted by agencies for this report’s agency listings generally are based on net revenue (revenue less pass-through costs). Pass-through costs include media pass-through costs, third-party vendor costs, production costs and out-of-pocket expenses that are charged directly to clients.
WPP, Publicis, Interpublic and Dentsu disclose both revenue and net revenue (or a figure similar to net revenue). Those four companies emphasize net revenue (or a figure similar to net revenue) as a measure of performance. Omnicom discloses only revenue.
Effective with the year-ago report (Agency Report 2023), agency listings are no longer rankings because listings exclude revenue for agencies owned by a number of major agency companies that don’t disclose revenue by agency or network. Given changes in how agencies, networks and agency companies go to market, Ad Age no longer publishes revenue estimates for those agencies and networks.
Agency Report Questionnaire
Ad Age’s Agency Report Questionnaire is available here.
If your agency missed the deadline for Agency Report 2024, fill out the questionnaire and email it to [email protected]. We’ll add you to our database.
Agency Report staff
Ad Age Datacenter director: Bradley Johnson
Research editor: Joy R. Lee
Research assistants: Brian Gilbert, Erika Gill, Tia Phillips