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INTERNATIONAL COMMUNICATION HOLDING COMPANIES IN ITALY

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  • 1. Our mission is to help companies and organization to better explain concepts, data and information through visualization in order to make easy for people to understand complex information, preserving the exact meaning of the message www.thevisualagency.com Copyright The Visual Agency 2012Source: Infocamere Business Register Mio (€) 50 25 10 5 1 Mio (€) 50 25 10 5 1 Mio (€) 50 25 10 5 1 Mio (€) 50 25 10 5 1 Mio (€) 50 25 10 5 1 JWT Ogilvy& Mather 1861United Grey Worldwide Red Cell Team alfa Suddler & Hennesy Intramed Communications Nexthealth Sentrix GlobalHealth Communication Kantar Health Ogilvy HealthworldGrey Healthcare H-art G2Promotions Wundermann Ogilvy Interactive O gilvyO ne W orldwide One Four One O.O.T. Soho Square RMG Connect Burson & MarstellerHill & Knowlton Cohn Wolfe Digital PR H.K. Gaia Carl Byoir & Associates TNS M ilward Brown AddedValue TNS Infratest MediaEDGE Cia MindShare Mediacom 150 150 150 MediaClubGroupMMediaInsightGroupMPlus Kinetic M axus RealM edia M axus M C2 Sprint Production Lorien Consulting Landor Associates Red Productions Y&R 52 43.3 30.5 24.5 18.5 21.6 22.7 23.2 19.6 9.7 9.1 8.5 13.2 11.3 8.4 4.7 5.4 6.3 0.8 0.8 0.9 24.8 23.2 23.2 8.3 8.5 9.5 0.6 1 4.7 6.4 5.4 4.4 4 3.1 3.3 3.8 4 3.3 1.2 0.7 0.4 N.A.5 7.6 10.6 9.5 5.3 7.9 5.5 6.6 7.4 6.9 5.9 6.3 5.4 6.2 5.7 2.9 2.9 3.3 1.7 2.2 2.3 0.1 1 1.4 6.3 5.2 N.A.6 6.7 7.8 8.4 6.2 7.5 6.3 1.4 1.9 1.6 5 3.4 3.7 1.1 1.1 1.1 1 1.1 0.9 13.9 25.6 26.9 11.7 12.9 13.8 3.2 3 2.4 13 0.5 0.5 261.2 341 364.2 266.2 274 279.4 283.7 244 230.1 69.6 69 83.1 37.2 38.4 39.8 1.1 7.9 25.6 0 7.9 16 7.2 10.7 13.1 29.3 5 10.5 0.1 0.1 0.1 7.5 10.2 0 6.6 6.5 6.5 2.2 1.9 2.2 1.7 1.4 1.5 0.5 0.6 0.4 Saatchi& Saatchi ARC Publicis Consultants Republic H ealthware Saatchi & Saatchi H ealth RedLion MSL Zenith Optimedia Starcom M.C&A Mediavest FMCGSrl (Equinox)MundoCom MiracleProductions Essence Bcube Leo Burnett 53.7 70.7 70.4 34.6 31.9 32.5 5.7 6.5 7.2 6.1 5.9 5.8 5.8 5.6 4.6 4.7 5.5 8.9 9.5 7.8 5.6 17.3 19.7 18.4 6.6 7.4 11.2 10.7 13 16.3 12.6 11.4 10.5 2.9 4.6 4.7 1.3 1.3 1.2 5.9 8.7 9.8 3.4 4.6 5.4 1.9 1.5 2.3 5.7 6.9 0,8 DLV BBDO DDB Verba Grafika D D B H ealth Proximity BBDO TribalDDB Fleishman Hillard KetchumPleon OMD 280 PHD 50 Tecnomedia OMG E-Graphic D D B Com m unication Interbrand TBWA 61.9 33.1 38.2 8.2 8.9 14.2 11.1 8.1 10.7 2.1 2 2.5 0.2 0.2 1.5 1 0.8 0.8 InventaCPM 6.1 7.6 13 CD M M ilan 6 6.4 1.3 2.2 2.5 2.7 4 3.5 0.2 0.6 0.7 0.8 3 4.2 n.A.1 3.5 3.1 n.A.1 374 379 368.3 7.5 136.2 122.2 17.2 18.6 27.4 8.9 11 11.9 11 12,3 12.8 3.2 3.3 1.8 1 1.4 1.6 DDB New Communication N.A.2 0 1.3 McCannWorldgroup McCannHealthcare DraftFCB M RM M om entum Cmgrp (W eber Shandwick) LowePirellaFronzoni Universal McCann Craft Worldwide WGEXP McCann Erickson 27 22.4 18.2 10.8 6.7 10.5 3 2.3 3.2 13.7 14.3 14.1 7 7 6.8 6.5 6.8 N.A.3 19.3 18.4 18.7 6.6 7.5 9.2 4.9 5.8 6.5 N.A.4 N.A.4 2.8 0 1.3 0 IsobarCommunications Iprospect AE Com. d’impresa CaratItalia 160 Vizeum Posterscope Italia DeepBlue Men Company 5.9 7.7 10 11.2 7.3 9.6 1.8 0.5 3.7 1.5 1.4 1.6 248 275.9 350.7 193.2 67 64.3 3.2 2.8 3.1 0.6 0.7 1.3 Advertising Healthcare Public Relation Direct, Web, Promotion Marketing Research Media Center Other Agency name Total turnover in million euro A: 2009 B: 2010 C: 2011 Trend versus previous year Negative Positive Constant B 50 A C The area of circular sector is proportional to turnover value Color indicates the main business sector of the agency Out-of-range turnover value of some media agencies were cutted to be comparable The amount of every single “cut” is reported inside it (million euro) Holding The graph provides a visualization of sizes and structures of five international communication holding companies operating in Italy. Each agency is represented by three circular sectors, whose length is proportional to the respective turnover in our country in the years 2009, 2010 and 2011. The color represent the primary activity of the agency (see legend below), while red, green and grey segments placed under the turnover values indicate trends (negative, positive or neutral) between 2009 and 2010 and between 2010 and 2011. Agencies are arranged by categories in decreasing order by 2011 turnover. Financial data come from official annual reports provided by Infocamere websites (telemaco.infocamere.it) and refer to the years 2009, 2010 and 2011. The total turnover has been chosen as an indicator of size, as shown in the income statement of the respective companies. Only controlled agencies (ownership by the groups greater than 50%) have been included. Companies in bankruptcy or wind up were not included as well as management services and IT of specific companies. Where it was found an agency with separate companies for Milan and Rome (such as Y&R and Y&R Roma) with separate budgets, the two companies have been merged into a single entity. The data related to each business sectors have been taken from the companies websites. INTERNATIONAL COMMUNICATION HOLDING COMPANIES IN ITALY Turnover and performance of agencies operating in Italy 2012 Edition WPP WPP is the biggest communication holding company worldwide. Headquarted in London, it was born in 1986 after the aquisition of JWT group. Companies in Italy are reffered to two different holdings: WPP Holding (Italy) and WPP Marketing Communication (Italy). Among all the holdings analyzed it is the only one with a strong presence in the field of market research. N.A.5 • H-art, 2009, companies not yet controlled by WPP N.A.6 • RMG Connect, 2011, merged with JWT Publicis Founded in 1926 in Paris, this French holding is the third biggest communication holding company in the world. All comapanies in Italy are controlled by MMS Italia Holdings. Among the five groups analyzed, it is the one with the highest turnover amount in advertising, especially thanks to LeoBurnett results. OmnicomGroup OmnicomGroup is the second biggest communication holding company worldwide. It was born in 1986 in United States from the merger of 3 agencies (BBDO, DBB and Needham Harper). Companies operating in Italy don’t report to a single holding but are controlled by respective international entities. N.A.1 • Ketchum, Pleon, 2011, companies merged in 2011; N.A.2 • DDB New Communication, 2009, company not set up yet. Interpublic Founded in 1961 in US and known before as McCann Erickson. In this case companies operating in Italy head to only one holding: IPG Italia. Among all the PR agencies analized, WeberShandwick is by far the one with the highest turnover. N.A.3 • Momentum, 2011, cessation of activity; N.A.4 • Craft Worldwide, 2009, 2010, company not yet owned by the holding. Aegis Media Aegis Media is an English holding headquarted in London. Its origins date back to the founding of Carat media agency in France in 1966. In 1984 Carat is acquired by WCRS group and in 1990 becomes Aegis. Companies operating in Italy are controlled by Aegis Media Spa holding that consists almost entirely of media agencies. In August 2012 it was aquired by Dentsu, a large japanese holding company. 2009 total per category 2010 total per category 2011 total per category 200 400 600 800 1000 1200 200 400 200 200 mio (€) 400 600

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