From the Annual 2008: Agencies

Holding Company Rankings Are Tightening Up

Published on .

Forget advertising's Big Four. It's really the Big Two -- and the other two.

Full-year 2007 results aren't in yet, but revenue for the first nine months shows how the ranking is tightening up. No. 2 WPP Group ($8.75 billion through September) isn't far behind Omnicom Group ($9.07 billion). No. 4 Publicis Groupe ($4.53 billion for the first nine months, boosted by last January's Digitas deal) is virtually even with Interpublic Group of Cos. ($4.57 billion).

Interpublic was No. 1 as recently as 2000. U.S. ad agency rankings also are crowded at the top, with JWT, BBDO and McCann Erickson scoring a photo finish 1-2-3 for 2006.

In U.S. media billings, MindShare is close behind OMD. Japan's Dentsu ranks far ahead of rivals as the world's largest consolidated network, but the next three -- McCann Worldgroup and the BBDO and DDB networks -- came in with '06 revenue around $2.1 billion.


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