The document provides a visualization of the sizes and structures of five major international communication holding companies operating in Italy. It shows the turnover from 2009-2011 for each agency within the holdings using colored circular sectors proportional in size to the revenue. It also indicates whether the trend year-over-year was positive, negative, or constant. WPP is the largest and most diverse, with a strong presence in market research. Publicis has the highest advertising turnover, driven by Leo Burnett. The companies under each holding are listed with notes on mergers or dates they joined.

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Copyright The Visual Agency 2012Source: Infocamere Business Register
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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