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)

NameTypeFocuses
Universal McCann (UM)Integrated Media AgencyMedia planning, investment, custom content creation
InitiativeFull Service AgencyMedia planning, investment, custom content creation
Matterkind (previously Cadreon)Programmatic Media DivisionProgrammatic media buying – partnership with IPG’s Acxiom data solutions
Mullen Lowe MediahubFull Service AgencyMedia strategy, planning, investment, programmatic
The Martin AgencyFull Service AgencyMedia planning, investment, creative
BPNMedia Buying AgencyMedia planning, investment
Campbell EwaldMedia Buying AgencyMedia planning, investment
RapportOOH AgencyOut-of-home media strategy, planning and investment
DeutscheFull Service AgencyMedia planning, investment, creative
KinessoInnovation DivisionIPG agency innovation and partnerships

Omnicom Media Group

NameTypeFocuses
OMDIntegrated Media AgencyMedia planning, investment, programmatic, custom content creation
PHDIntegrated Media AgencyMedia planning, investment, programmatic, custom content creation
Hearts & ScienceIntegrated Media AgencyMedia planning, investment, programmatic, custom content creation
AnnalectData and AnalyticsData analytics
Outdoor Media Alliance (OMA)OOH AgencyOut-of-home media strategy, planning and investment

Publicis Group

NameTypeFocuses
StarcomIntegrated Media AgencyMedia planning, investment, programmatic, custom content creation
ZenithIntegrated Media AgencyMedia planning, investment, programmatic, custom content creation
DigitasIntegrated Media AgencyMedia planning, investment, programmatic, custom content creation
SparkIntegrated Media AgencyMedia planning, investment, programmatic, custom content creation
PerformicsMedia Buying AgencyPerformance media planning, investment
PrecisionProgrammatic Media DivisionProgrammatic media investment
Publicis Media (PMX)Integrated Media AgencyMedia planning, investment, programmatic

WPP

NameTypeFocuses
Group MIntegrated Media AgencyMedia planning, investment, custom content creation
MindshareIntegrated Media AgencyMedia planning, investment, custom content creation
MediacomIntegrated Media AgencyMedia planning, investment, custom content creation
WavemakerIntegrated Media AgencyMedia planning, investment, custom content creation
EssenceIntegrated Media AgencyMedia planning, investment, custom content creation
XaxisProgrammatic Media AgencyProgrammatic media investment
AKQAInnovation AgencyDesign, innovation, investment

Dentsu Aegis Network

NameTypeFocuses
CaratIntegrated Media AgencyMedia planning, investment, custom content creation
360iIntegrated Media AgencyMedia planning, investment
AMNETProgrammatic media agencyProgrammatic media investment
PosterscopeOOH AgencyOut-of-home media strategy, planning and investment
McGarry BowenFull service agencyMedia planning, investment, creative
iProspectPerformance agencyPerformance media planning, investment
MerklePerformance agencyPerformance media planning, investment

Havas Group

NameTypeFocuses
Havas MediaIntegrated Media AgencyMedia planning, investment, custom content creation
Arena MediaIntegrated Media AgencyMedia planning, investment, custom content creation
Havas HealthIntegrated Media AgencyMedia planning, investment, custom content creation