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Agency Report 2024—Revenue by client sector

Revenue by client sector for biggest holding companies
By Bradley Johnson. Published on June 24, 2024.
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Client sectors, from consumer goods to technology, that drive revenue at agency holding companies.

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Share of worldwide business from different client sectors for five major agency holding companies from Ad Age Agency Report 2024.

Ad Age All Access subscribers can download an Excel sheet with expanded data on the 30 biggest agency companies.

More from the Agency Report: Revenue for agency companies is growing modestly, and U.S. advertising employment is near an all-time high.

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Revenue by client sector
Share of worldwide business from different client sectors in 2023 and 2022 for five major agency holding companies.
2023 share 2022 share 2023 $ million 2022 $ million
WPP
Consumer goods, food, beverage
Consumer packaged goods 27% 24% $3,983 $3,501
Technology, telecom, media
Tech and digital services 18% 19% 2,581 2,772
Telecom, media and entertainment 6% 7% 944 1,021
Health care
Health care and pharma 12% 12% 1,770 1,750
Financial services
Financial services 6% 6% 915 875
Automotive
Automotive 10% 10% 1,519 1,459
Retail
Retail 9% 10% 1,357 1,459
Travel, leisure, entertainment
Travel and leisure 4% 3% 516 438
Other
Government public sector and non-profit 3% 3% 369 438
Other 5% 6% 797 875
Total 100% 100% $14,751 $14,587
Revenue less pass-through costs (net revenue).
Based on stated shares by client sector as defined by WPP for clients representing 77% of total revenue less pass-through costs in 2023 and 76% of total revenue less pass-through costs in 2022. Dollar figures calculated by Ad Age to show what revenue split would look like if 100% of total revenue less pass-through costs matched the stated shares.
2023 share 2022 share 2023 $ million 2022 $ million
Publicis Groupe
Consumer goods, food, beverage
Food and beverage 13% 12% $1,843 $1,591
Non-food consumer products 11% 11% 1,559 1,458
Technology, telecom, media
Telecommunications, media and technology 12% 13% 1,701 1,723
Health care
Health care 14% 13% 1,984 1,723
Financial services
Financial 14% 15% 1,984 1,988
Automotive
Automotive 15% 15% 2,126 1,988
Retail
Retail 10% 10% 1,417 1,325
Travel, leisure, entertainment
Leisure and travel 4% 4% 567 530
Other
Public sector and other services 4% 4% 567 530
Energy and manufacturing 3% 3% 425 398
Total 100% 100% $14,173 $13,254
Net revenue.
Based on stated shares by client sector as defined by Publicis for 3,641 clients representing 91% of total net revenue in 2023 and 3,620 clients representing 92% of total net revenue in 2022. Dollar figures calculated by Ad Age to show what revenue split would look like if 100% of total net revenue matched the stated shares.
2023 share 2022 share 2023 $ million 2022 $ million
Omnicom Group
Consumer goods, food, beverage
Food and beverage 15% 14% $2,204 $2,000
Consumer products 8% 8% 1,175 1,143
Technology, telecom, media
Technology 8% 11% 1,175 1,572
Telecommunications 4% 5% 588 714
Health care
Pharmaceuticals and health care 16% 16% 2,351 2,286
Financial services
Financial services 8% 7% 1,175 1,000
Automotive
Auto 12% 10% 1,763 1,429
Retail
Retail 6% 6% 882 857
Travel, leisure, entertainment
Travel and entertainment 6% 7% 882 1,000
Other
Government 4% 3% 588 429
Services 3% 2% 441 286
Oil, gas and utilities 2% 2% 294 286
Not‑for‑profit 1% 1% 147 143
Education 1% 1% 147 143
Other 6% 7% 882 1,000
Total 100% 100% $14,692 $14,289
Revenue.
Based on stated shares by client sector as defined by Omnicom for total revenue. Dollar figures calculated by Ad Age. Omnicom does not disclose net revenue.
2023 share 2022 share 2023 $ million 2022 $ million
Interpublic Group of Cos.
Consumer goods, food, beverage
Food and beverage 8% 8% $752 $756
Consumer goods 8% 8% 752 756
Technology, telecom, media
Tech and telecom 12% 15% 1,128 1,417
Health care
Health care 29% 28% 2,726 2,646
Financial services
Financial services 14% 13% 1,316 1,228
Automotive
Auto and transportation 9% 8% 846 756
Retail
Retail 10% 10% 940 945
Other
Other 10% 10% 940 945
Total 100% 100% $9,401 $9,449
Revenue before billable expenses (net revenue).
Based on stated shares by client sector as defined by Interpublic for top 500 clients representing about 85% of total revenue before billable expenses (net revenue). Dollar figures calculated by Ad Age to show what revenue split would look like if 100% of total revenue before billable expenses matched the stated shares.
2023 share 2022 share 2023 $ million 2022 $ million
Dentsu Group
Consumer goods, food, beverage
Food, beverages, tobacco 14.2% 14.1% NA NA
Household, personal products 17.3% 14.2% NA NA
Apparel, consumer durables 5.7% 5.8% NA NA
Technology, telecom, media
Technology equipment, office supplies 3.0% 2.9% NA NA
Information, telecom, mass media, software 11.3% 13.4% NA NA
Health care
Pharmaceuticals, medical supplies 6.3% 7.7% NA NA
Financial services
Finance, insurance 7.2% 7.3% NA NA
Automotive
Automobiles, related products 9.1% 10.2% NA NA
Retail
Distribution, retailing 9.9% 9.1% NA NA
Travel, leisure, entertainment
Transportation, leisure 2.7% 1.8% NA NA
Other
Government, organizations, professional services 1.5% 2.1% NA NA
Food services, other consumer services 7.7% 7.8% NA NA
Other 4.1% 3.6% NA NA
Total 100.0% 100.0% $8,168 $8,579
Total row dollar figures are Dentsu Group net revenue.
Share calculated by Ad Age based on net sales (turnover) by client sector as defined by Dentsu Group for Dentsu Inc. (Japan) and about 70% of total client net sales in international (non-Japan) markets. Turnover is gross amount billable to clients handled by Dentsu Group on behalf of clients, with net of discounts, valued-added taxes and other sales-related taxes.
Source: Ad Age Datacenter (Ad Age Agency Report 2024). Numbers rounded.
AdAge.com/agencyreport2024
About Agency Report: AdAge.com/aboutagencyreport2024

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Bradley Johnson

Bradley Johnson is Ad Age's director of data analytics. Johnson focuses on data and financial topics related to marketing, advertising and media. Johnson has held Ad Age posts in Chicago, Los Angeles and New York including editor at large, deputy editor, interactive editor, bureau chief and reporter.

 

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