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These same companies own a majority of the top advertising agencies such as The Arnell Group, BBDO Worldwide, DDB Worldwide, Goodby Silverstein, TDWA Worldwide, Mindshare, Ogilivy & Mather, MediaEdge:CIA, J Walter Thompson, Campbell Ewald, FCB, McCann Erickson, Leo Burnett, Fallon Worlwide, Arnold, Saatchi & Saatchi, Zenithoptimedia, and Starcom to name a few. The advertising world has close to 1500 advertising agencies of which a vast majority are independently owned but represent a minority of the revenue generated in the industry. Article: New Age Media Concepts releases its latest facet that focuses on the publication and marketing industry. Advertisers spend billions of dollars a year on promotion their products and services to consumers. They depend on the creative abilities of the publicity agencies that they hire to send their message to the masses. These are the same people that create the deceiving jingles and memorable lines like “Where’s the Beef”. In an industry that generates billions of dollars of revenue each year there are only a select few agencies that top the list every year. Of these agencies there are six that make up the majority and generate the lions share of this billion-dollar industry. Now how is this possible? Lets take a look at the major promotion agencies and who they own. The major companies involved in a majority of the promotion restraint of trade globally are Omnicom, WPP Group, Interpublic of Co’s, Publicis Groupe, Dentsu & Havas. These same companies own a majority of the top proclamation agencies such as The Arnell Group, BBDO Worldwide, DDB Worldwide, Goodby Silverstein, TDWA Worldwide, Mindshare, Ogilivy & Mather, MediaEdge:CIA, J Walter Thompson, Campbell Ewald, FCB, McCann Erickson, Leo Burnett, Fallon Worlwide, Arnold, Saatchi & Saatchi, Zenithoptimedia, and Starcom to name a few. The publication world has strangle to 1500 proclamation agencies of which a vast majority are independently owned but represent a minority of the revenue generated in the industry. So how does a small to mid size service compete?, simple they discipline to their environment. That is the belle of not seeing the mighty oak and extant a sapling, you can move with the wind and not snap in half. They are fit more innovative in their draw to proclamation and this has proven to be fruitful. The major advertisers are primal to see this for themselves and they are starting to look to the lesser-known agencies for creative development and marketing plans. An example of this is the recent wheels within wheels by Masterfoods when they shelved the efforts of their organization of record to adjudicate a lesser know Japanese firm to work on their Twix campaign. Recently Charles Schwab (NYSE: SCH) and several other major advertisers have been reevaluating their campaigns and some are looking at the smaller and lesser-known agencies for that glimmer of light. So as most consumers have learned through out the years that sometimes bigger and well known isn’t frequently better, it looks like advertisers are opening to see this as well. Source: New Age Media Concepts - 888-463-9237 www.namct.com
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