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Copyright �e Visual Agency 2012Source: Infocamere Business Register

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Other

Agency nameTotal turnover

in million euroA: 2009B: 2010C: 2011

Trend versus previous year

NegativePositiveConstant

B

50

A C

�e 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 cuttedto be comparable

�e amount of every single “cut” is reported inside it (million euro)

Holding

�e graph provides a visualization of sizes and structuresof �ve 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. �e color represent the primary activityof 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 2010and between 2010 and 2011. Agencies are arrangedby categories in decreasing order by 2011 turnover.

Financial data come from o�cial annual reports provided by Infocamere websites (telemaco.infocamere.it) and refer to the years 2009, 2010 and 2011.�e 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 bankruptcyor wind up were not included as well as management services and IT of speci�c 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 companieshave been merged into a single entity.

�e data related to each business sectors have been taken from the companies websites.

INTERNATIONALCOMMUNICATION

HOLDING COMPANIES

IN ITALYTurnover 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 Italyare re�ered to two di�erent holdings: WPP Holding (Italy) and WPP Marketing Communication (Italy).Among all the holdings analyzed it is the only one witha strong presence in the �eld of market research.N.A.5 • H-art, 2009, companies not yet controlled by WPPN.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 �ve 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 1986in United States from the merger of 3 agencies (BBDO, DBB and Needham Harper). Companies operating in Italydon’t report to a single holding but are controlledby 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 Italyhead to only one holding: IPG Italia.Among all the PR agencies analized, WeberShandwickis 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 acquiredby 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