Advertising agencies

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.