Agency Report 2013 Methodology

Published on .

Agency Report is Advertising Age's annual ranking and analysis of advertising and marketing-services agencies. The report includes rankings based on U.S. and worldwide revenue. Agency Report 2013 appeared in Ad Age's print edition (April 29, 2013) and in expanded form for Ad Age DataCenter subscribers on The online version includes Agency Family Trees 2013, a database showing fast facts, executives, links and more content related to holdings of the world's 50 largest agency companies.

Ad Age has published Agency Report every year since 1945. This is the 69th annual Agency Report.

AGENCY REPORT 2013 ONLINE: The report includes Agency Family Trees 2013, produced as a poster in Ad Age's April 29, 2013, print issue (holdings of the world's Big Five agency companies; world's 20 largest networks) and as an online database at (holdings of the world's 50 largest agency companies).

Expanded content from the Agency Report is available at The database and expanded online report are part of premium content available to Ad Age DataCenter subscribers.

For subscription information, please visit or email [email protected].

To order a print copy of Ad Age's Agency Issue (April 29, 2013), including Agency Report 2013 and the Agency Family Trees 2013 pullout poster, please email [email protected].

To order additional copies of the Agency Family Trees 2013 pullout poster, please email [email protected].

INDUSTRY CONTACTS: Ad Age's exclusive 2013 agency executive contact list is available for purchase. The list includes names, titles and contact information for more than 3,000 agency executives from the nation's 900-plus largest advertising, media and marketing-services agencies.

SOURCES: Information for Agency Report 2013 came from questionnaires submitted by agencies and from additional analysis by Ad Age DataCenter.

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 agencies are based on Ad Age DataCenter estimates.

AGENCIES BY DISCIPLINES: Ad Age DataCenter evaluates ad agencies and marketing-services agencies for breakout rankings by discipline. For these rankings, Ad Age applies a 75% rule:

If revenue from a particular discipline represents less than 75% of an agency's total revenue, only revenue attributed to that discipline is shown for that agency in the chart.

However, if the discipline accounts for 75% or more of an agency's total revenue—implying the discipline is the foundation of that agency—then an agency is ranked in that discipline at 100% of revenue.

ESTIMATES: An asterisk next to an agency name indicates Ad Age DataCenter estimate. Ad Age revised some 2011 estimates, mainly to reconcile revenue with agency, network or sector figures that agency firms disclose.

PRO FORMA RESULTS: Ad Age DataCenter reports revenue for agency networks and agencies on a pro forma basis where possible. Revenue shown for agency companies is revenue as stated by companies or, where indicated, Ad Age estimates. Revenue and rankings for 2012 and 2011 are based on data collected and/or adjusted in 2013, so the 2011 ranking for an agency company, network or agency may be different from the 2011 ranking that appeared in the April 2012 report (Agency Report 2012).

FOREIGN CURRENCIES: Ad Age converted 2012 revenue to dollars using 2012's average annual exchange rates and 2011 revenue to dollars using 2011's average annual exchange rates.

AGENCY REPORT 2014: Agencies wanting to receive a questionnaire for 2014's report may email [email protected]. New questionnaires will be available for download in January 2014 at

STAFF: Agency Report 2013 was produced by Ad Age DataCenter. Directors: Bradley Johnson, Kevin Brown. Editors: Catherine Wolf, Shawna Lent. Research assistants: Amanda Murphy, Katie Robinson, Michael Sandler, Rachael Turski, Valerie Wojs.

Email Ad Age's DataCenter: [email protected]
Most Popular
In this article: