Kommbranche
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Kurzer Überblick über die Kommunikationsbranche, für alle die eine Agentur suchen; als potenziellen Kreativpartner oder Arbeitgeber

Kurzer Überblick über die Kommunikationsbranche, für alle die eine Agentur suchen; als potenziellen Kreativpartner oder Arbeitgeber

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Kommbranche Kommbranche Presentation Transcript

  • Lehrveranstaltung ABOVE-THE-LINE- COMMUNICATION Wie man erfolgreiche Kommunikationskampagnen plant ÜBERBLICKKOMMUNIKATIONS- BRANCHE Konzept und Vorlesung: Dipl. Kommunikationswirt Andreas Wiehrdt
  • Die folgenden Folien und deren Inhalte sind geistiges Eigentum von Andreas Wiehrdt, München.Die Nutzung wird ausdrücklich nur für private- beziehungsweise Bildungszwecke und nur auf Widerruf gestattet.Die Vervielfältigung, Publizierung oder Weitergabe an Dritte, auch in Auszügen, ist ausdrücklich untersagt. Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de
  • Meine Ziele1. Überblick über die Agenturlandschaft2. Was sich verändert3. Die Herausforderungen4. Networks5. Rankings Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de View slide
  • Von „Mad Men“ zu „Digitalnatives“ Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de View slide
  • Das typische Agenturteam Account Executive Head of Media Ken Cosgrove Harry Crane New Business Director Creative Director Copy Writer Roger Sterling Don Draper Peggy Olson Director of Account DirectorAgency Operations Pete Campbell Joan Harris Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de
  • was verdient man inder werbung? Account Executive Head of Media 38.000,- € 65.000 € New Business Director Creative Director Copy Writer 120.000,- € 130.000,- € 39.000,- € Director of Account Director Agency Operations 60.000,- € 35.000,- €QUELLE: www.gehalt.de | 2012 Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de
  • was verdient man inder werbung? Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de
  • herausforderungen derkommunikationsbranche• Sinkende Erlöse• Mangel an qualifizierten Mitarbeitern• Fragmentierung der Medien / Kanäle• Emanzipation der Zielgruppen• Intellektualisierung der Kommunikationstechnologien• Wachsende Komplexität• Internationalisierung der Märkte• Entscheidungsdruck: Generalisten- versus Spezialistentum Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de
  • inhabergeführte- versus übnetwork-Agenturen un g A Was spricht für – was gegenNetworkagenturen? B Was spricht für – was gegen inhabergeführte Agenturen? Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de
  • Profiles of world’s top 50 agency firms, part of AGENCY FAMILY TREES 2010 premium content in AdAge.com’s DataCenterdie grossen networks Primary holdings of the world’s top four agency companies by 2009 worldwide revenue WPP $13.60B OMNICOM GROUP $11.72B PUBLICIS GROUPE $6.29B INTERPUBLIC GROUP OF COS. $6.03B NO. 1 WORLDWIDE REVENUE NO. 2 WORLDWIDE REVENUE NO. 3 WORLDWIDE REVENUE NO. 4 WORLDWIDE REVENUE U.S. REVENUE: $4.44 BILLION HEADQUARTERS: DUBLIN U.S. REVENUE: $6.18 BILLION HEADQUARTERS: NEW YORK U.S. REVENUE ESTIMATE: $2.72 BILLION HEADQUARTERS: PARIS U.S. REVENUE: $3.37 BILLION HEADQUARTERS: NEW YORK WORLDWIDE EMPLOYEES: 98,759 MARKET CAP: $13.7 BILLION WORLDWIDE EMPLOYEES: 63,000 MARKET CAP: $12.5 BILLION WORLDWIDE EMPLOYEES: 45,402 MARKET CAP: $8.7 BILLION WORLDWIDE EMPLOYEES: 40,000 MARKET CAP: $4.4 BILLION WORLDWIDE REVENUE BY DISCIPLINE GREY GROUP $912 MILLION WORLDWIDE REVENUE BY DISCIPLINE OTHER AGENCIES WORLDWIDE REVENUE BY DISCIPLINE STARCOM MEDIAVEST WORLDWIDE REVENUE BY DISCIPLINE LOWE & PARTNERS $543 MILLION Branding & identity, Advertising, media Specialty communications Traditional media Media Advertising GROUP $809 MILLION Constituency Management Advertising & media healthcare & investment Grey $505 MILLION $1.07 billion; 9.1% advertising Cline Davis & Mann $147 MILLION $1.32 billion; 21.0% $2.20 billion; 35.0% Group1 $4.14 billion; 68.7% Lowe & Partners $253 MILLION specialist management $5.20 billion; 44.3% $915 million; 15.2% AD AGENCY. REVENUE FOR LOWE OUTSIDE NORTH AMERICA communications $5.26 billion; 38.7% NETWORK LEAD AGENCY HEALTHCARE AGENCY Starcom MediaVest Group $749 MILLION Public relations MEDIA AGENCY $3.50 billion; 25.7% G2 $280 MILLION $1.08 billion; 9.2% Corbett Accel Healthcare Deutsch $177 MILLION MARKETING SERVICES AGENCY Healthcare Group $61 MILLION SMG PERFORMANCE MARKETING $31 MILLION $328 million; 5.4% AD AGENCY. NORTH AMERICAN HUB OF LOWE NETWORK MARKETING SERVICES AGENCY GROUP GHG $110 MILLION HEALTHCARE AGENCY Lowe Healthcare Worldwide $80 MILLION HEALTHCARE AGENCY Critical Mass $75 MILLION SMG Search $14 MILLION HEALTHCARE AGENCY. REPORTS INTO DEUTSCH DIGITAL AGENCY. OMNICOM OWNS 54% SEARCH MARKETING. PART OF PERFORMANCE MARKETING Batey $8 MILLION Huge $33 MILLION SINGAPORE-BASED AGENCY NETWORK Marketing DIGITAL AGENCY. 51% OWNED BY INTERPUBLIC Dieste $39 MILLION Spark Communications $13 MILLION services MEDIA AGENCY Wing $8 MILLION HISPANIC AD AGENCY SAMS (Specialized (excluding CMG) OTHER AGENCIES Agencies and $646 million; HISPANIC AD AGENCY Direct Partners $17 MILLION Marketing Services) Tapestry $11 MILLION 10.7% DIRECT MARKETING AGENCY STARCOM’S MULTICULTURAL MEDIA AGENCY Accentmarketing $11 MILLION $2.77 billion; 44.0% Public relations & public affairs Consumer insight UNITED GROUP $86 MILLION Customer relationship management Doremus $39 MILLION MV42 $6 MILLION 1. Interpublic discipline percentages are Ad Age estimates except for Constituency Management Group, which is actual. CMG HISPANIC AGENCY. INTERPUBLIC OWNS 49% $1.25 billion; 9.2% $3.60 billion; 26.5% $4.38 billion; 37.4% BUSINESS-TO-BUSINESS AGENCY Dentsu owns 15% of Publicis Groupe MEDIAVEST’S MULTICULTURAL MEDIA AGENCY houses PR agencies, Jack Morton Worldwide, Octagon, Campbell-Ewald $161 MILLION Berlin Cameron United $15 MILLION Publicis owns 1% of Interpublic Group FutureBrand and certain other marketing services. AD AGENCY AD AGENCY Element 79 $24 MILLION GLOBAL NETWORKS GLOBAL NETWORKS AD AGENCY GLOBAL NETWORKS DIGITAS $550 MILLION GLOBAL NETWORKS Carmichael Lynch $41 MILLION Cole & Weber United $11 MILLION AD AGENCY AD AGENCY Footsteps $8 MILLION Digitas $443 MILLION YOUNG & RUBICAM DDB WORLDWIDE MULTICULTURAL AD AGENCY. OMNICOM OWNS 49% PUBLICIS $1.06 BILLION DIGITAL AGENCY MCCANN WORLDGROUP $2.67 BILLION Cubocc NA BRANDS $2.65 BILLION OTHER AGENCIES COMMUNICATIONS GROUP $2.22 BILLION GMR Marketing $78 MILLION Digitas Health $107 MILLION ADVERTISING AND MARKETING SERVICES AGENCY BASED IN BRAZIL. INTERPUBLIC BOUGHT CUBOCC IN MARCH 2010 EVENT MARKETING AGENCY. Publicis $875 MILLION DIGITAL HEALTHCARE AGENCY McCann Erickson Worldwide $1.42 BILLION Y&R $932 MILLION Hill & Knowlton $330 MILLION DDB Worldwide $1.11 BILLION NETWORK LEAD AGENCY NETWORK LEAD AGENCY Dailey $24 MILLION NETWORK LEAD AGENCY PR AGENCY NETWORK LEAD AGENCY Goodby, Silverstein AD AGENCY & Partners $105 MILLION Publicis Modem & Dialog $170 MILLION OTHER VIVAKI NA Weber Shandwick $360 MILLION Sudler & Hennessey $126 MILLION CommonHealth $156 MILLION Interbrand $195 MILLION AD AGENCY MARKETING SERVICES AGENCY PR AGENCY. ALIGNED WITH MCCANN WORLDGROUP DeVries Public Relations $18 MILLION HEALTHCARE AGENCY HEALTHCARE AGENCY BRANDING CONSULTANCY Publicis & Hal Riney $17 MILLION Razorfish $409 MILLION MRM Worldwide $260 MILLION PR AGENCY Tapsa Grizzard Communications Group $32 MILLION DIGITAL AGENCY Landor Associates $121 MILLION $30 MILLION Tribal DDB $188 MILLION DIRECT MARKETING AGENCY AD AGENCY DIGITAL AND DIRECT MARKETING AGENCY GolinHarris $109 MILLION BRANDING CONSULTANCY MADRID-BASED AD AGENCY DIGITAL AGENCY Medias & Regies Europe $84 MILLION PR AGENCY GSD&M Idea City Momentum Worldwide $175 MILLION $65 MILLION OUT-OF-HOME ADVERTISING Cohn & Wolfe $117 MILLION Brand Union $13 MILLION TracyLocke $104 MILLION AD AGENCY LEO BURNETT MARKETING SERVICES AGENCY Hill Holliday $160 MILLION PR AGENCY AD AGENCY PROMOTION AGENCY WORLDWIDE $1.10 BILLION Denuo $6 MILLION McCann Healthcare AD AGENCY Harrison & Star $55 MILLION CONSULTANCY. PART OF VIVAKI VML $91 MILLION Alma DDB $17 MILLION Worldwide $138 MILLION IW Group $11 MILLION DIGITAL AGENCY WPP DIGITAL $221 MILLION HISPANIC AD AGENCY. OMNICOM OWNS 74% HEALTHCARE AGENCY Leo Burnett Worldwide $777 MILLION Phonevalley NA HEALTHCARE AGENCY ASIAN-AMERICAN AGENCY. INTERPUBLIC OWNS 49% Javelin NETWORK LEAD AGENCY $46 MILLION MOBILE-MARKETING AGENCY Bravo Group $29 MILLION 24/7 Real Media $110 MILLION Rodgers Townsend $13 MILLION Martin Agency $112 MILLION Jack Morton Worldwide $95 MILLION HISPANIC AD AGENCY DIRECT MARKETING AGENCY Arc Worldwide $247 MILLION AD AGENCY EVENT MARKETING AGENCY DIGITAL AD NETWORK AD AGENCY LatinWorks $20 MILLION MARKETING SERVICES AGENCY HEALTHCARE AGENCIES Kang & Lee Advertising $16 MILLION Bridge Worldwide $49 MILLION Roberts & Langer DDB $8 MILLION HISPANIC AD AGENCY. OMNICOM OWNS 49% FutureBrand $56 MILLION Mullen $83 MILLION ASIAN-AMERICAN AD AGENCY DIGITAL AGENCY AD AGENCY Beacon Communications $61 MILLION BRANDING CONSULTANCY. ALIGNED WITH AD AGENCY LyonHeart $30 MILLION JAPANESE AD AGENCY. PUBLICIS OWNS 66%; PUBLICIS HEALTHCARE MCCANN WORLDGROUP SicolaMartin $7 MILLION Schematic $40 MILLION Spike DDB $3 MILLION HEALTHCARE AGENCY DENTSU OWNS 34% COMMUNICATIONS GROUP $452 MILLION MWW Group $36 MILLION AD AGENCY DIGITAL AGENCY AFRICAN-AMERICAN AD AGENCY. OMNICOM OWNS 49% Campbell Mithun $53 MILLION PR AGENCY Marketing Arm $102 MILLION Lapiz Hispanic Marketing $6 MILLION AD AGENCY Robinson Lerer & Montgomery NA Blue Interactive Marketing $11 MILLION RAPP $588 MILLION MARKETING SERVICES AGENCY GROUP HISPANIC AD AGENCY Medicus Lifebrands/ Octagon $121 MILLION PR AGENCY SINGAPORE-BASED DIGITAL AGENCY MARKETING SERVICES AGENCY AND NETWORK Publicis Lifebrands $111 MILLION TM Advertising $34 MILLION SPORTS AND ENTERTAINMENT MARKETING AGENCY Martin Williams Advertising $37 MILLION Vigilante $4 MILLION PART OF PUBLICIS HEALTHCARE AD AGENCY WUNDERMAN $828 MILLION HeathWallace $8 MILLION Kern Organization $18 MILLION AD AGENCY MULTICULTURAL AD AGENCY Siboney USA $5 MILLION MARKETING SERVICES AGENCY AND NETWORK U.K.-BASED WEB DESIGN FIRM. WPP OWNS 75% MARKETING SERVICES AGENCY. PART OP RAPP NETWORK Saatchi & Saatchi Avrett Free Ginsberg $19 MILLION HISPANIC AGENCY. INTERPUBLIC OWNS 49% Merkley & Partners $43 MILLION SAATCHI & SAATCHI $759 MILLION Healthcare Advertising $47 MILLION AD AGENCY Blast Radius $55 MILLION Quasar Media $4 MILLION AD AGENCY Tierney Communications $11 MILLION VANCOUVER-BASED DIGITAL AGENCY. INDIA-BASED DIGITAL AGENCY. WPP OWNS 75% BBDO WORLDWIDE $1.67 BILLION PART OF PUBLICIS HEALTHCARE Fitzgerald & Co. $18 MILLION AD AGENCY IN WUNDERMAN NETWORK Russ Reid Co. $26 MILLION Saatchi & Saatchi $650 MILLION Saatchi & Saatchi Wellness $27 MILLION AD AGENCY BBDO Worldwide $1.14 BILLION NETWORK LEAD AGENCY Translation Consulting Zaaz $25 MILLION MEDIA AGENCIES NETWORK LEAD AGENCY DIRECT MARKETING AGENCY PART OF PUBLICIS HEALTHCARE Gotham $17 MILLION & Brand Imaging $6 MILLION DIGITAL AGENCY. IN WUNDERMAN NETWORK Siegel & Gale $37 MILLION Team One $50 MILLION Williams Labadie $15 MILLION AD AGENCY AD AND BRANDING AGENCY. INTERPUBLIC OWNS 60% Proximity Worldwide $395 MILLION BRANDING CONSULTANCY AD AGENCY PART OF PUBLICIS HEALTHCARE Casanova Pendrill RTC Relationship Marketing $25 MILLION GROUP M $2.06 BILLION DIGITAL AGENCY $10 MILLION MEDIA AGENCIES DIRECT MARKETING AGENCY. IN WUNDERMAN NETWORK Targetbase $82 MILLION Saatchi & Saatchi X $41 MILLION Saatchi & Saatchi HISPANIC AD AGENCY Mindshare Worldwide $713 MILLION Organic $136 MILLION MARKETING SERVICES AGENCY PROMOTION AGENCY Healthcare Innovations Designkitchen $11 MILLION $11 MILLION DRAFTFCB DIGITAL AGENCY. IN WUNDERMAN NETWORK MEDIA AGENCY DIGITAL AGENCY Unit 7 $22 MILLION Conill $18 MILLION PART OF PUBLICIS HEALTHCARE $1.18 BILLION MEDIABRANDS $686 MILLIONQUELLE: AdvertisingAge‘s Agency Family Trees MILLION MEC $595 2010 DIRECT MARKETING AGENCY HISPANIC AD AGENCY BURSON-MARSTELLER $385 MILLION MEDIA AGENCY TBWA WORLDWIDE $1.52 BILLION PUBLIC RELATIONS & EVENTS DraftFCB $885 MILLION UM $368 MILLION PR AGENCY AND NETWORK NETWORK LEAD AGENCY MEDIA AGENCY. ALIGNED WITH MCCANN WORLDGROUP Proof $12 MILLION MediaCom $570 MILLION TBWA Worldwide $1.02 BILLION MEDIA AGENCIES OTHER AGENCIES Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de R/GA $132 MILLION Initiative $248 MILLION AD AGENCY. PART OF BURSON-MARSTELLER NETWORK MEDIA AGENCY NETWORK LEAD AGENCY MS&L GROUP $488 MILLION DIGITAL AGENCY MEDIA AGENCY. ALIGNED WITH DRAFTFCB Group M Search $90 MILLION Zimmerman Advertising $134 MILLION OMNICOM MEDIA GROUP $1.33 BILLION Bartle Bogle Hegarty $155 MILLION SEARCH MARKETING AGENCY LONDON-BASED AD AGENCY. PUBLICIS OWNS 49% MS&L $237 MILLION DraftFCB Healthcare $112 MILLION Wahlstrom Group $20 MILLION OGILVY & MATHER $1.75 BILLION AD AGENCY OMD Worldwide $730 MILLION PR AGENCY HEALTHCARE AGENCY DIRECTORY AGENCY. PART OF GEOMENTUM Maxus $90 MILLION Integer Group $127 MILLION Fallon Worldwide $68 MILLION OgilvyOne Worldwide $683 MILLION MEDIA AGENCY MEDIA AGENCY AD AGENCY Kekst & Co. $39 MILLION Hacker Group $32 MILLION Reprise Media $14 MILLION PROMOTION AGENCY PR AGENCY DIRECT MARKETING AGENCY SEARCH MARKETING AGENCY MARKETING SERVICES AGENCY Kinetic PHD $138 MILLION Kaplan Thaler Group $65 MILLION NA Tequila $110 MILLION
  • inhabergeführteAgenturen Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de
  • Die kreativsten köpfe Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de
  • Die Werbefachpresse Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de
  • Dies ist nur ein Auszug aus den kompletten Trainingsunterlagen zum Thema. Wenn Sie das Thema interessiert beziehungsweise Sie Ihre Mitarbeiter indiesem oder einem anderen Job-relevanten Thema von didaktisch versierten Branchen-Insider trainieren lassen möchten, freue ich mich auf Ihre Kontaktaufnahme Andreas Wiehrdt Kontakterschule Cheftrainer www.kontakterschule.de +49. (0)1 51. 50 67 67 92 Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de
  • Mein Profil„Andreas Wiehrdt ist Werber aus Leidenschaft; Berater, Trainer,Coach und Dozent. Erfahrung aus über 20 Jahren in derMarketing- und Werbewelt als Berater und Stratege ininternationalen Full-Service-Agenturen für Blue-Chip-Markenfließen in seine Workshops und Keynotes für viele relevanteThemen rund um Marketing und Werbung ein.Er arbeitet lieber als kreativer Wissensvermittler, Katalysator Andreas Wiehrdtund Moderator denn als Dozent. Konsequenterweise wird das Ehrengutstr. 19 80469 MünchenWissen in seinen Workshops gemeinsam erarbeitet und durchanregende Übungen gefestigt.“ 01 51.50 67 67 92schreibt DESIGNERDOCK München, andreas@wiehrdt.dedie Personalberatung für die Kreativindustriewww.designerdock.de www.wiehrdt.de www.kontakterschule.de Kontakter-Schule | © 2012 | Andreas Wiehrdt, München |  www.kontakterschule.de