Big 5 Outpace Ad Industry Two To One, Emphasis On Digital Cited

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


The Big 5 agency holding companies — WPP, Omnicom, Publicis, Interpublic and Havas — that represent most of Madison Avenue outperformed the overall growth in ad spending, thanks in large part to their increasing dependence on digital media. That’s the conclusion of an analysis of 2011 earnings data, by Pivotal Research, which shows the Big 5 growing 6.1% in U.S. ad revenues — about twice the rate of U.S. ad spending.

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