The total amount brands spent on media advertising in 2019 was $240 billion. Of that, $132 billion (55%) was spent on digital media advertising. If you work in the world of advertising, you are aware that there are just 6 major holding companies that manage the majority of the global media budget. This includes Publicis Groupe, Omnicom Group, Interpublic Group (IPG), WPP, Havas and Dentsu Aegis.
There are hundreds of companies powered by these five groups with a variety of different focuses – media, creative, data, analytics, PR, etc
For the purposes of this guide we are going to focus on outlining the divisions within these holding companies that are specifically focused on US media planning, investment, and innovation.
Interpublic Group (IPG)
Name
Type
Focuses
Universal McCann (UM)
Integrated Media Agency
Media planning, investment, custom content creation
Initiative
Full Service Agency
Media planning, investment, custom content creation
Matterkind (previously Cadreon)
Programmatic Media Division
Programmatic media buying – partnership with IPG’s Acxiom data solutions
Mullen Lowe Mediahub
Full Service Agency
Media strategy, planning, investment, programmatic
The Martin Agency
Full Service Agency
Media planning, investment, creative
BPN
Media Buying Agency
Media planning, investment
Campbell Ewald
Media Buying Agency
Media planning, investment
Rapport
OOH Agency
Out-of-home media strategy, planning and investment
Deutsche
Full Service Agency
Media planning, investment, creative
Kinesso
Innovation Division
IPG agency innovation and partnerships
Omnicom Media Group
Name
Type
Focuses
OMD
Integrated Media Agency
Media planning, investment, programmatic, custom content creation
PHD
Integrated Media Agency
Media planning, investment, programmatic, custom content creation
Hearts & Science
Integrated Media Agency
Media planning, investment, programmatic, custom content creation
Annalect
Data and Analytics
Data analytics
Outdoor Media Alliance (OMA)
OOH Agency
Out-of-home media strategy, planning and investment
Publicis Group
Name
Type
Focuses
Starcom
Integrated Media Agency
Media planning, investment, programmatic, custom content creation
Zenith
Integrated Media Agency
Media planning, investment, programmatic, custom content creation
Digitas
Integrated Media Agency
Media planning, investment, programmatic, custom content creation
Spark
Integrated Media Agency
Media planning, investment, programmatic, custom content creation
Performics
Media Buying Agency
Performance media planning, investment
Precision
Programmatic Media Division
Programmatic media investment
Publicis Media (PMX)
Integrated Media Agency
Media planning, investment, programmatic
WPP
Name
Type
Focuses
Group M
Integrated Media Agency
Media planning, investment, custom content creation
Mindshare
Integrated Media Agency
Media planning, investment, custom content creation
Mediacom
Integrated Media Agency
Media planning, investment, custom content creation
Wavemaker
Integrated Media Agency
Media planning, investment, custom content creation
Essence
Integrated Media Agency
Media planning, investment, custom content creation
Xaxis
Programmatic Media Agency
Programmatic media investment
AKQA
Innovation Agency
Design, innovation, investment
Dentsu Aegis Network
Name
Type
Focuses
Carat
Integrated Media Agency
Media planning, investment, custom content creation
360i
Integrated Media Agency
Media planning, investment
AMNET
Programmatic media agency
Programmatic media investment
Posterscope
OOH Agency
Out-of-home media strategy, planning and investment
McGarry Bowen
Full service agency
Media planning, investment, creative
iProspect
Performance agency
Performance media planning, investment
Merkle
Performance agency
Performance media planning, investment
Havas Group
Name
Type
Focuses
Havas Media
Integrated Media Agency
Media planning, investment, custom content creation
Arena Media
Integrated Media Agency
Media planning, investment, custom content creation
Havas Health
Integrated Media Agency
Media planning, investment, custom content creation