Structure

How can you map the ownership structure of the advertising field?




Since the 1980’s. Advertising agencies evolved towards a common structure whereas in the past each agency could offer several marketing services.  The expansion of the media industry generates the proliferation of specialised separated agencies.

Sitting at the top of the industry the Holding companies represent a small amount but became giants such as Omnicom, WPP, Interpublic and Publics Groupe which controls a huge number of different agency brands in the world.
They are also a small number of mid-size holding companies such as Havas, Aegis and the Japanese groups Dentsu and Hakuhodo DY.

Advertising agencies have a specific mission which is to “conceive and create large-scale marketing concepts for its clients”. They create an idea for a marketing campaign and then will launch a series of advertisements which will support this idea through different media. The most famous advertising agencies are BBDO, McCann Erickson, Leo Burnett and Saatchi & Saatchi. They have to operate as a global network in order to serve multinational client companies such as Procter & Gamble.

Media agencies are in charge of delivering the advertisement through the media. They have to choose where the ad will be placed in order to assure the best impact on the targeted audience.

Marketing services include direct marketing, sales promotion, interactive marketing, public relations, healthcare marketing, etc.
In other words, they can predict, influence and satisfy consumers needs, adapt their product and their commercial policy.


Branding agencies are specialised in creating Brands. They imagine brand strategies in order to create a Brand Identity.

Links:
http://www.adbrands.net/agencies_index_basics.htm