15. Omnicom Group
Advertising, United States (Public)
Last year’s rank: N/A
Digital Content Revenue
$2,780,000,000 (20% of total)
Omnicom is the world’s number-two advertising agency, but makes much less of a splash about “digital” than Big Four rivals. Ad Age suggests
it “buries” such work by making digital a competency of all its groups including DDB, BBDO and TBWA, “Our belief is that all of our services are digital and will become digital,” John Wren told suspicious investment analysts in 2011. “And it’s my personal belief, two years from now, you won’t even use that word to make a distinction.”
Build and buy. Omnicom has formed Annalect Group to centralise digital-media targeting, tools and buying power. But it also added online consumer research firm Communispace and social media agency Fanscape through acquisition.
Unlike rivals WPP (29%) and Publicis (28%), Omnicom does not currently break out its digital revenue as a percentage of total, believing the distinction is becoming meaningless. MediaPost reported in 2010: “Digital revenues collectively comprised 18% of Omnicom’s overall revenues in 2009 compared with 27% of WPP and 22% of Publicis.” So, a year later, we estimate its proportion at less than rivals’, around 20%.
Source: AdAge and FY 2011 Annual Report