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Five Major Players in the Advertising Industry. Advertisers Marketing or advertising dept. In-house agency –> function? Pros and cons? Agencies (External): Different Types, Its typical structure Media Suppliers/Vendors:

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five major players in the advertising industry
Five Major Players in the Advertising Industry
  • Advertisers
    • Marketing or advertising dept.
    • In-house agency –> function? Pros and cons?
  • Agencies (External): Different Types, Its typical structure
  • Media
  • Suppliers/Vendors:
    • group of service organizations/individuals that provide specialized services. Examples?
    • Why do advertisers or agencies hire them?
  • Consumers (target audience)
five major players in the advertising industry2
Five Major Players in the Advertising Industry
  • Relationship between Advertiser (client) and Agency –
    • equal partners?
    • Or Master-Servant relationship?
    • Account Review?
    • Account Pitch?
different brands by different agencies even within the same client
Different Brands by different Agencies even within the same client
  • Time Warner Company
    • America Online, HBO by BBDO Worldwide
    • Time Inc. by Fallon Worldwide
    • Time Warner Cable by Ogilvy & Mather
  • Proter & Gamble Co.
    • Clairol, Cover Girl, Downey by Grey Worldwide
    • Always, Max Factor, Secret by Leo Burnett
    • Bounty, NyQuil, Vicks by Publicis Worldwide
    • Old Spice, Crest, Tide by Saatchi & Saatchi
top 10 u s advertisers in billions
Top 10 U.S. Advertisers ($ in billions)

Source: Advertising Age Fact Sheet 2005

Data is based on their 2003 ad spending, the sum of measured media from TNS and unmeasured estimates by Advertising Age.

top 10 u s mega brands in millions
Top 10 U.S. Mega brands ($ in millions)

$ in millions --- measured U.S. ad spending in NPs, magazines, outdoor, broadcast and cable TV and radio.

u s ad spending totals by media in billions 2003
U.S. AD Spending Totals by Media ($ in billions, 2003)

Data based on 100 Leading National Advertisers.

*Broadcast TV includes network, spot, syndicated and Spanish-language TV.

slide9

Top 10 U.S. Advertising Agency Brands

(US revenue in 2003, $ in millions)

different brands by different agencies even within the same parent company
Different Brands by different Agencies even within the same parent company
  • Time Warner Company
    • America Online, HBO by BBDO Worldwide
    • Time Inc. by Fallon Worldwide
    • Time Warner Cable by Ogilvy & Mather
  • Proter & Gamble Co.
    • Clairol, Cover Girl, Downey by Grey Worldwide
    • Always, Max Factor, Secret by Leo Burnett
    • Bounty, NyQuil, Vicks by Publicis Worldwide
    • Old Spice, Crest, Tide by Saatchi & Saatchi
slide11

Top 10 Marketing/Advertising Organizations

(by worldwide revenue in 2003, $ in millions)

slide12

Agency Business Market Share

Top 5 groups dominate global advertising and media!!!

slide13

Omnicom Group Family

  • WPP Group Family
slide14

Interpublic Group of Cos.

  • Publicis Group Family