An advertising agency is responsible for guiding any business, community, association, in the development of its internal and external communication: internally to unite employees to company goals; external “to promote the image” of the company within the public, external partners, suppliers, etc.
Advertising market
Globally, in 2012 the main advertising agencies are, in decreasing order of revenue:
| Rank | Agency | Headquarters | Turnover (in $ billions) |
|---|---|---|---|
| 1 | WPP | Londres | 16 459 |
| 2 | Omnicom | New York | 14 219 |
| 3 | Publicis | Paris | 8 494 |
| 4 | Interpublic | New York | 6 956 |
| 5 | Dentsu | Tokyo | 6 390 |
| 6 | Havas | Puteaux | 2 287 |
| 7 | Hakuhodo | Tokyo | 2 184 |
| 8 | Alliance Data | Irvine | 1 223 |
| 9 | MDC Partners | New York | 1 071 |
| 10 | Experian | New York | 947 |
Comprehensive support
Global advertising agencies support all the communication needs of a company through five main areas in the field of communication:
- communication audit, consultancy (with recommendation of shares);
- global communication (commercial (or product) communication, corporate communications, brand communications, event communications, corporate and financial communications);
- graphic studio (visual design, special effects, editing and processing image, shooting, object, label, Virtual Intelligence, etc.)
- Internet (creation of dynamic website showcase, e -commerce)
- multimedia (e- card, CDrom)
Media model
Finally, it is to distinguish “media” communication campaigns fulfilled by the creative advertising agencies (media messages for Press, TV, Display, Radio, Cinema or Internet) and “non-media” communication devices used by operational communication agencies that create and deploy operations “on the ground” ( in direct contact with the public or consumers).
The overall communication model opposes the specialized agencies (including marketing services).
Translated and adapted from Wikipedia under GNU Free Documentation License.
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