WPP Spent $1B on Facebook Last Year, and Nine Other Agency Facts You Need to Know
1. U.S. agency revenue increased 6.5% to a record $46.8 billion in 2015, according to Ad Age Datacenter's analysis of more than 1,000 agencies, networks and companies.
2. Digital captured 41.3% of 2015 U.S. agency revenue, including digital work at all agency types, from ad and media to PR and pure digital plays, up from 39.7% in 2014.
3. All major agency disciplines grew last year, with revenue gains that ranged from 3.8% for customer relationship management and direct marketing to 8.7% for healthcare marketing.
4. U.S. ad agency employment in December reached its highest point (198,900) since the early 2000s dot-com bubble.
5. The number of media agency staffers and independent media reps hit an all-time high in December (47,200) after breaking through its dot-com peak earlier in 2015.
6. Digital media employment in January passed broadcast and cable TV employment. Digital media staffing grew 13% in 2015, tracking with agencies' digital revenue (up 13.5%).
7. WPP last year pumped $1 billion into advertising on Facebook on behalf of its clients, up from $650 million in 2014. WPP this year expects to place more than $5 billion in advertising with Google, its biggest media relationship.
8. Of the world's five largest digital agency networks, only one is owned by a traditional agency company: Wunderman, owned by WPP, at No. 5. Top four: Accenture, IBM, Deloitte and Epsilon.
9. Adland's Big Five -- WPP, Omnicom, Publicis, Interpublic and Dentsu -- in 2015 completed more than 100 acquisitions and investments. The biggest: Publicis' $3.7 billion purchase of Sapient.
10. Investors are bullish on agency stocks. In April, WPP hit an all-time high, Omnicom reached its highest-ever adjusted closing price and Interpublic traded at its highest level since 2002.