Largest Global Ad Agencies

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01
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Part
01

Top Global Ad Agencies

Methodology

We obtained a list of the top global advertising agencies from Worldatlas, and for each of the companies provided, we searched for their latest revenue information on their company websites, as well as news articles and databases to find the top five, based on their revenues. For all other agencies except Omnicom Group (which had 2018 financial information), the latest revenue information available was for 2017. However, Omnicom Group's revenue only grew by 0.1% between 2017 and 2018, so the revenue information is only slightly different. Also, the revenue information for Publicis Group and Dentsu were in Euro and Yen respectively, so we used the 2017 exchange rates provided by the US Internal Revenue Service, to calculate their value in US dollars. The calculations carried out are shown below.

CALCULATIONS

PUBLICIS GROUP REVENUE
Amount in Euros = €9.69 billion
2017 conversion rate = €0.923 to $1
Therefore, revenue in US dollars = €9.69 billion/0.923 = $10.5 billion.

DENTSU REVENUE
Amount in Yen = ¥928,841 billion
2017 conversion rate = ¥116.667 to $1
Therefore, revenue in US dollars = ¥928,841 billion/116.667 = $7.96 billion.

WPP Group

Revenue: $19.7 billion
Headquarters: London, United Kingdom

Omnicom Group

Revenue: $15.29 billion
Headquarters: New York, United States
Automobile Insurance Co.

Publicis Group

Revenue: $10.5 billion
Headquarters: Paris, France

Dentsu

Revenue: $7.96 billion
Headquarters: Tokyo, Japan

Interpublic Group

Revenue: $7.88 billion
Headquarters: New York, United States
Part
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Part
02

Marketing to Millennials - Global Ad Agencies

The top five global advertising agencies (Publicis Groupe, Interpublic Group, Dentsu, WPP Group, and Omnicom Group) market to millennials through video content published on YouTube and/or Vimeo. Another example that we found is that one of the top five agencies, Dentsu, marketed to millennials through a digital storefront sign for a fashion-related advertisement. Below are our research findings about how the top five global advertising agencies market to millennials.

HOW THE TOP FIVE GLOBAL ADVERTISING AGENCIES MARKET TO MILLENNIALS

To evaluate how the top five global advertising agencies market to millennials, we first found the advertising agencies' portfolios either directly on their websites or through the source Ads of the World. Next, we reviewed examples of each agency's work. From that review, the marketing examples that we found that target millennials were in the form of videos published on YouTube and/or Vimeo. We determined that the examples we included target millennials because each of the videos either exclusively or nearly exclusively features people who are millennials. As such, we determined that those videos target millennials because the people in the videos are millennials themselves. Below are the marketing examples that we found and brief explanations of those examples.

MILLENNIAL MARKETING EXAMPLES FROM THE TOP FIVE GLOBAL ADVERTISING AGENCIES

We found two examples for each of the top five global advertising agencies regarding how they market to millennials, all of which are included and briefly explained below.

PUBLICIS GROUPE

1. The first marketing example from Publicis Groupe is a video advertisement published on YouTube for the dating app Tinder in India. This example targets millennials because the people in the video are millennials themselves and the video thus targets that core group of Tinder users.
2. This second marketing example from Publicis Groupe is a video advertisement published on YouTube for IKEA. This example targets millennials because the main person featured in the video is clearly a millennial herself, as are most of the other people in the video, including the IKEA employees.

INTERPUBLIC GROUP

1. This first marketing example from Interpublic Group is a video advertisement published on YouTube for the sports drink BODYARMOR. This example targets millennials because the athletes featured in the video are millennials and thus the content speaks to millennial viewers.
2. This second marketing example from Interpublic Group is a video advertisement published on Vimeo for the healthcare company Optum. This example targets millennials because the video features professional golfer Rory Mcilroy who is a millennial himself as a 29 year-old.

DENTSU

1. This first marketing example from Dentsu is a video advertisement published on YouTube for ramen noodle manufacturer Nissin. This example targets millennials because the vast majority of people featured in the video are millennials and thus the content applies to that age group.
2. This second marketing example from Dentsu is a video advertisement published on Vimeo promoting a digital, "interactive shop window" in Japan. This example targets millennials because the women featured in the "interactive shop window" are millennials and thus that digital marketing example was directed at the millennial audience.

WPP Group

1. The first marketing example from WPP Group is a video advertisement published on YouTube for the dating app Bumble. That video features tennis superstar Serena Williams. The video targets millennials because Serena is a millennial as a 37 year-old and thus the content is directed at millennials as a core group of Bumble's users.
2. The second marketing example from WPP Group's company called Grey is a video advertisement published on YouTube for Pringles. This example targets millennials because both men featured in the video are millennials and thus the content is speaking to the millennial audience.

OMNICOM GROUP

Omnicom Group is comprised of several agencies. Thus, we looked for work specifically from those agencies and found the following examples that specifically target millennials.
1. The first example is from Omnicom Group's BBDO agency. The video, which was published on YouTube, features professional basketball player Delon Wright who plays for the NBA's Memphis Grizzlies. The video targets millennials because Delon is 26 years old.
2. This second example is from Omnicom Group's DDB agency. The video, which was published on YouTube, is an advertisement for McDonald's and features a group of millennials playing table tennis, thereby targeting the millennial audience.
Sources
Sources