In today’s saturated advertising environment, it can be difficult to determine which agency is right for you. Here are a few factors to consider when choosing an ad agency:
Successful agencies have a strong collaborative relationship with their clients. This includes a shared sense of purpose and ownership of strategic process.
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WPP
WPP plc, headquartered in London, is the world’s largest advertising company. It offers communications, advertising, public relations, commerce and technology services to clients worldwide.
Its core business consists of its internet marketing service Atlanta, which offers creative services such as advertising and marketing across all media. It also includes its public relations agencies, which help clients communicate with all stakeholders.
As the company’s chief executive, Mark Read sees it, WPP is shifting away from a pure advertising network to a diversified enterprise that helps its clients “underpin all their activities” with technology and data.
Its latest move, a partnership with IHeartMedia, is aimed at helping marketers to attract more audio business. The venture will include digital streaming, podcasts, smart speakers and broadcast radio.
Omnicom
Omnicom Group is one of the largest global media, marketing and corporate communications firms. It has a network of advertising agencies, interactive marketing companies and public relations agencies around the world.
The company was created in 1986 through a three-way merger of BBDO Worldwide, Doyle Dane Bernbach and Needham Harper. It is headquartered in New York City and has more than 21,000 employees across the globe.
The company also offers digital marketing services including search engine optimization, content management, email marketing, and social media. In 2018, it launched Omni, a people-based marketing and insights platform that allows clients to personalize their campaigns by tapping into anonymized first-party customer information.
Publicis
Publicis Groupe is the third largest ad agency in the world, behind WPP and Omnicom. Founded in 1926 by Marcel Bleustein-Blanchet, it is a marketing company that provides digital and traditional advertising and media services to its clients.
The group has offices in over 100 countries and employs over 88 thousand people. It offers a variety of marketing services that help businesses adapt to the changing world.
Despite its size, Publicis is constantly on the lookout for new opportunities to expand internationally. It has a strong presence in Asia, with hubs in China, India and Korea, as well as Australia and Japan.
Dentsu
In the world of advertising, the so-called ‘big five’ — WPP, Omnicom, Publicis, Dentsu and Havas — have been a force to be reckoned with for decades. The companies have built their reputation on delivering creativity, innovation, new technology and, of course, the lowest prices.
While these agencies have always been the go-to choice for ad clients, they are beginning to get some competition from smaller players. The emergence of new digital and creative agencies is opening up new opportunities for them to compete with the big guys.
Japanese advertising giant Dentsu was one of the driving forces behind the 2020 Tokyo Olympics. It helped bring in a record-shattering $3.6 billion in sponsorship deals and arranged everything down to the last detail.
Havas
Havas is a global media and communications company, which offers services in advertising, analytics and decision sciences, brand designing, brand strategies, content production and management, digital commerce, direct marketing, and engagement planning. It also offers PR and corporate communications, healthcare communications, mobile marketing, and television sponsorship.
Its subsidiaries operate in North America, Europe, and Asia Pacific. The company is divided into two segments, Havas Creative and Havas Media.
The company’s revenues are primarily in North America, France, and the United Kingdom. Its Havas Creative segment focuses on integrated marketing communications and solutions.
Its Havas Media Group division incorporates predominantly entities which were formerly known as Media Planning Group (MPG). The group provides communication, media strategy and management services to clients.