Michele Majidi
Researcher
“Big Five” advertising agency groups worldwide – statistics & facts
One ring might rule all of the Lord of the Rings universe, but five groups rule the advertising world. The “Big Five” — WPP plc, Omnicom Group, Publicis Groupe, Interpublic Group of Companies (IPG), and Dentsu Inc. — lead the ad industry through sheer size and global reach, each boasting intricate histories and extensive workforces. Based in London, WPP leads the pack in revenue, followed by New York-based Omnicom.
In terms of client sectors, results varied. Publicis thrived in the automotive and financial world, while Omnicom saw pharmaceuticals lead its client roster. Since 2021, Dentsu has also expanded in healthcare marketing with its Dentsu health initiative.
Geographically, North America dominated operations for all groups, with variations in individual runners-up. Japan accounted for almost half of Dentsu’s revenue, while the other four networks placed Europe in second place.
As they hasten to integrate AI into their operations, the big five would do well to keep in mind the critical need to provide reliable, copyright-proof AI-generated work without overpromising results.
Revenues run at two different speeds
When it came to finances, the world’s major ad players completed 2023 operating at different paces. On one side you had those who, like Publicis, managed to exceed expectations and finish off the year with a higher-than-expected growth and soaring net income. Omnicom’s global revenue also rose from the previous year, while Dentsu recorded a slight increase. On the other side, you had those with slightly decreasing revenues but flourishing profitability, like IPG, or those with rising revenue and plummeting profit — from 775.4 million pounds to 197.2 million — like WPP. The negative figures registered by the latter two were partly explained by a decrease in client ad spending amid economic and geopolitical uncertainty.Bigwigs aim to optimize operations after difficult 2023
“Big Five” players facing monetary challenges have been focusing on cost-saving measures. This explains WPP, under CEO Mark Read’s supervision, restructuring its public relations (PR) and marketing agency holdings into six key brands to deliver considerable savings from 2025. IPG has also been trimming employee numbers and integrating agencies, after losing key accounts such as Verizon and Spotify in 2023.In terms of client sectors, results varied. Publicis thrived in the automotive and financial world, while Omnicom saw pharmaceuticals lead its client roster. Since 2021, Dentsu has also expanded in healthcare marketing with its Dentsu health initiative.
Geographically, North America dominated operations for all groups, with variations in individual runners-up. Japan accounted for almost half of Dentsu’s revenue, while the other four networks placed Europe in second place.
Artificial intelligence becomes a focal point
The past year has seen the “Big Five” all join the generative artificial intelligence (AI) gold rush, in a bid to help them secure top-line growth. WPP has pledged to spend 318 million dollars on AI in 2024, Publicis 108 million, and IPG 80 million. Google asserted itself as a top tech partner, with WPP, Omnicom, and IPG all striking AI deals with it. Further partnerships with Nvidia (WPP and Publicis), Adobe (IPG), and Microsoft (Omnicom and Dentsu) exemplify agencies’ strategies to leverage AI for ad innovation.As they hasten to integrate AI into their operations, the big five would do well to keep in mind the critical need to provide reliable, copyright-proof AI-generated work without overpromising results.
