Agency Report 2010 Methodology

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About Agency Report 2010
Ad Age published Agency Report 2010 on April 26, 2010, in the print edition (as part of The Agency Issue) and in expanded form on This is Ad Age's 66th annual Agency Report.

The Ad Age DataCenter drew information for Agency Report from questionnaires submitted by agencies.

Most agencies submit revenue and other data on the questionnaire. Publicly held agency firms sometimes prefer not to reveal revenue for specific agencies, so figures for those agencies and some independent shops are based on Ad Age DataCenter estimates.

ESTIMATES: An asterisk next to an agency name indicates an Ad Age estimate. Ad Age revised some 2008 estimates, mainly to reconcile revenue with figures that agency firms disclose.

AGENCIES BY DISCIPLINES: Both ad agencies and marketing-services agencies are considered for breakout rankings by discipline. For these rankings, Ad Age applies a 75% rule: If revenue from the discipline in question represents less than 75% of an agency's total, only the discipline's amount is shown for that agency in the chart. However, if the discipline's amount is 75% or more of an agency's total revenue, an agency is included in that discipline at 100%.

FOREIGN CURRENCIES: Ad Age converted 2009 revenue to dollars using 2009's average annual exchange rates and 2008 revenue to dollars using 2008's average annual exchange rates.

PRO FORMA RESULTS: Revenue shown for agency companies is actual revenue as stated by companies or Ad Age estimates. Ad Age reports revenue for agency networks and agencies on a pro forma basis where possible. 2009 and 2008 revenue and rankings are based on data collected and/or adjusted in 2010, so the 2008 ranking for an agency company, network or agency may be different from the 2008 ranking that appeared in the spring 2009 report (Agency Report 2009).

AGENCY REPORT 2010 ONLINE: The report includes Agency Family Trees 2010, produced as a poster in Ad Age's April 26, 2010, print issue (holdings of the world's top four agency companies) and as an online database at (holdings of the world's top 50 agency companies).

The database and expanded online report are part of premium content available to Ad Age DataCenter subscribers. Please visit or e-mail [email protected] for subscription information.

AGENCY REPORT 2011: Agencies wanting to receive a questionnaire for 2011's report may e-mail [email protected]. New questionnaires will be available for download in early 2011 at

STAFF: Agency Report 2010 was produced by Ad Age DataCenter: Bradley Johnson, Kevin Brown, Maureen Morrison, Keri Lynch, Katy Gallagher, Susheela Bhat, Rahel Fissha and Catherine Wolf.

E-mail Ad Age's DataCenter: [email protected]

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