美國廣告代理商市場前景及投資研究報告-培訓課件外文版2024.6

INDUSTRIES

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MARKETSAdvertisingagenciesintheUnitedStatesCHAPTER

01OverviewRevenuesofselectedglobaladvertising,marketing,andpublicrelationsholdingsgeneratedintheUnitedStatesin2023(inbillionU.S.dollars)Revenuesofselectedglobaladvertising,marketing,&PRholdingsintheU.S.2023Type

ofrevenueValue

in

billion

U.S.

dollarsGrossrevenueofPublicisGroupeGrossrevenueofOmnicomGroupInc.NetrevenueofInterpublicGroupofCompanies,Inc.(IPG)NetrevenueofWPPplc9.37.56.16.63Description:In2023,Paris-basedPublicisGroupegenerated9.3billionU.S.dollarsingrossrevenueintheUnitedStates,whileNewYorkCity-basedOmnicomGroupInc.'sdomesticgrossrevenueamountedto7.5billiondollars.Meanwhile,thenetrevenuesoftheInterpublicGroupofCompanies,Inc.(alsoknownasIPGandalsoheadquarteredinNewYork)andLondon-basedWPPplcintheU.S.amountedtoabout6.1billionand6.6billiondollars,respectively.

ReadmoreNote(s):Worldwide;2023Source(s):VarioussourcesEstimatedexpensesoftheadvertising,publicrelations,andrelatedservicesindustryintheUnitedStatesfrom2007to2022(inbillionU.S.dollars)Estimatedexpensesofthead,PR,andrelatedservicesindustryintheU.S.2007-2022120106.9310080604020095.0489.4685.784.780.0775.171.0569.5367.5764.6860.4160.4957.5457.7756.0220072008200920102011201220132014201520162017201820192020202120224Description:In2023,theexpensesoftheadvertising,publicrelations(PR),andrelatedservicessectorintheUnitedStatesreachedalmost107billionU.S.dollars,upfrom95billiondollarsayearearlier.Thatrepresentsanannualincreaseofapproximately12.5percent.ReadmoreNote(s):UnitedStates;2007to2022;includingad,PR,andmediabuyingagencies,mediarepresentatives,outdooradvertising,anddirectmailadvertisingcompanies,admaterialdistributionservices,andotherservicesrelatedtoadvertisingSource(s):USCensusBureauPublicisGroupe'snetrevenuefrom2008to2023(inbillioneuros)PublicisGroupe'snetrevenue2008-20231413.112.571210.499.739.89.719.61089.338.977.266.956.615.8265.424.74.5242020082009201020112012201320142015201620172018201920202021202220235Description:In2023,Paris-basedadvertisingnetworkPublicisGroupereportedanetrevenueof13.1billioneuros.Therespectivefigurewas12.57billioneurosayearearlier.

ReadmoreNote(s):Worldwide;2008to2023Source(s):PublicisOmnicomGroupInc.'srevenuefrom2006to2023(inbillionU.S.dollars)OmnicomGroup'srevenue2006-20231815.4216141210815.3215.2715.2915.1314.9514.6914.5814.2214.2914.2913.8713.3613.1712.6912.5411.7211.3864202006200720082009201020112012201320142015201620172018201920202021202220236Description:In2023,OmnicomGroupInc.-aNewYorkCity-basedadvertisingnetwork-generatedglobalrevenueofabout14.69billionU.S.dollars.Therespectivefigurewas14.29billiondollarsayearearlier.

ReadmoreNote(s):Worldwide;2006to2023Source(s):OmnicomInterpublicGroupofCompanies,Inc.'srevenuefrom2006to2023(inbillionU.S.dollars)InterpublicGroup'srevenue2006-2023121010.9310.8910.2210.249.719.059.067.857.6187.547.127.016.966.946.546.516.196.0164202006200720082009201020112012201320142015201620172018201920202021202220237/statistics/273491/interpublic-groups-annual-revenueIn2023,NewYorkcity-basedadvertisinggiantInterpublicGroupofCompanies,Inc.'sglobalrevenueamountedtoapproximately10.89billionU.S.dollars,downfrom10.93billiondollarsayearearlier.Thatrepresentedadecreaseof0.1percent.

ReadmoreNote(s):Worldwide;2006to2023;includingbillableexpensesSource(s):IPGWPPplc'srevenueworldwidefrom2006to2023(inbillionGBP)WPP'srevenueworldwide2006-20231614.8914.8514.43141210813.1513.2313.0512.812.241211.5311.0210.3710.029.338.687.486.195.9164202006200720082009201020112012201320142015201620172018201920202021202220238Description:In2023,BritishagencynetworkWPPgeneratedglobalrevenueof14.85billionBritishpounds,upfrom14.43billionpoundsayearearlier–anannualgrowthof2.9percent.ReadmoreNote(s):Worldwide;2006to2023Source(s):WPPDentsuInc.'srevenueworldwidefrom2014to2024(inbillionJapaneseyen)DentsuGroup'sglobalrevenue2014-20241,6001,4001,2001,356.71,289.31,243.881,085.591,047.881,018.511,000928.84939.24838.36818.578006004002000725.892014*2015*201620172018201920202021202220232024**9Description:TheDentsuGrouppostedglobalrevenuefiguresof1.29trillionJapaneseyeninitsfinancialreportingfor2023,upfrom1.24billionyengeneratedinthepreviousyear.The2024revenuewasprojectedtofurtherincrease,reachinganestimated1.35trillionyen.ReadmoreNote(s):Worldwide;2014to2023;*Proformaresults.**Forecast.Numbershavebeenrounded.ReadmoreSource(s):DentsuCHAPTER

02RevenuesRevenuesofselectedglobaladvertising,marketing,andpublicrelationsholdingsgeneratedintheUnitedStatesin2023(inbillionU.S.dollars)Revenuesofselectedglobaladvertising,marketing,&PRholdingsintheU.S.2023Type

ofrevenueValue

in

billion

U.S.

dollarsGrossrevenueofPublicisGroupeGrossrevenueofOmnicomGroupInc.NetrevenueofInterpublicGroupofCompanies,Inc.(IPG)NetrevenueofWPPplc9.37.56.16.611Description:In2023,Paris-basedPublicisGroupegenerated9.3billionU.S.dollarsingrossrevenueintheUnitedStates,whileNewYorkCity-basedOmnicomGroupInc.'sdomesticgrossrevenueamountedto7.5billiondollars.Meanwhile,thenetrevenuesoftheInterpublicGroupofCompanies,Inc.(alsoknownasIPGandalsoheadquarteredinNewYork)andLondon-basedWPPplcintheU.S.amountedtoabout6.1billionand6.6billiondollars,respectively.

ReadmoreNote(s):Worldwide;2023Source(s):VarioussourcesEstimatedexpensesoftheadvertising,publicrelations,andrelatedservicesindustryintheUnitedStatesfrom2007to2022(inbillionU.S.dollars)Estimatedexpensesofthead,PR,andrelatedservicesindustryintheU.S.2007-2022120106.9310080604020095.0489.4685.784.780.0775.171.0569.5367.5764.6860.4160.4957.5457.7756.02200720082009201020112012201320142015201620172018201920202021202212Description:In2023,theexpensesoftheadvertising,publicrelations(PR),andrelatedservicessectorintheUnitedStatesreachedalmost107billionU.S.dollars,upfrom95billiondollarsayearearlier.Thatrepresentsanannualincreaseofapproximately12.5percent.ReadmoreNote(s):UnitedStates;2007to2022;includingad,PR,andmediabuyingagencies,mediarepresentatives,outdooradvertising,anddirectmailadvertisingcompanies,admaterialdistributionservices,andotherservicesrelatedtoadvertisingSource(s):USCensusBureauPublicisGroupe'snetrevenuefrom2008to2023(inbillioneuros)PublicisGroupe'snetrevenue2008-20231413.112.571210.499.739.89.719.61089.338.977.266.956.615.8265.424.74.52420200820092010201120122013201420152016201720182019202020212022202313Description:In2023,Paris-basedadvertisingnetworkPublicisGroupereportedanetrevenueof13.1billioneuros.Therespectivefigurewas12.57billioneurosayearearlier.

ReadmoreNote(s):Worldwide;2008to2023Source(s):PublicisOmnicomGroupInc.'srevenuefrom2006to2023(inbillionU.S.dollars)OmnicomGroup'srevenue2006-20231815.4216141210815.3215.2715.2915.1314.9514.6914.5814.2214.2914.2913.8713.3613.1712.6912.5411.7211.38642020062007200820092010201120122013201420152016201720182019202020212022202314Description:In2023,OmnicomGroupInc.-aNewYorkCity-basedadvertisingnetwork-generatedglobalrevenueofabout14.69billionU.S.dollars.Therespectivefigurewas14.29billiondollarsayearearlier.

ReadmoreNote(s):Worldwide;2006to2023Source(s):OmnicomInterpublicGroupofCompanies,Inc.'srevenuefrom2006to2023(inbillionU.S.dollars)InterpublicGroup'srevenue2006-2023121010.9310.8910.2210.249.719.059.067.857.6187.547.127.016.966.946.546.516.196.01642020062007200820092010201120122013201420152016201720182019202020212022202315/statistics/273491/interpublic-groups-annual-revenueIn2023,NewYorkcity-basedadvertisinggiantInterpublicGroupofCompanies,Inc.'sglobalrevenueamountedtoapproximately10.89billionU.S.dollars,downfrom10.93billiondollarsayearearlier.Thatrepresentedadecreaseof0.1percent.

ReadmoreNote(s):Worldwide;2006to2023;includingbillableexpensesSource(s):IPGWPPplc'srevenueworldwidefrom2006to2023(inbillionGBP)WPP'srevenueworldwide2006-20231614.8914.8514.43141210813.1513.2313.0512.812.241211.5311.0210.3710.029.338.687.486.195.91642020062007200820092010201120122013201420152016201720182019202020212022202316Description:In2023,BritishagencynetworkWPPgeneratedglobalrevenueof14.85billionBritishpounds,upfrom14.43billionpoundsayearearlier–anannualgrowthof2.9percent.ReadmoreNote(s):Worldwide;2006to2023Source(s):WPPDentsuInc.'srevenueworldwidefrom2014to2024(inbillionJapaneseyen)DentsuGroup'sglobalrevenue2014-20241,6001,4001,2001,356.71,289.31,243.881,085.591,047.881,018.511,000928.84939.24838.36818.578006004002000725.892014*2015*201620172018201920202021202220232024**17Description:TheDentsuGrouppostedglobalrevenuefiguresof1.29trillionJapaneseyeninitsfinancialreportingfor2023,upfrom1.24billionyengeneratedinthepreviousyear.The2024revenuewasprojectedtofurtherincrease,reachinganestimated1.35trillionyen.ReadmoreNote(s):Worldwide;2014to2023;*Proformaresults.**Forecast.Numbershavebeenrounded.ReadmoreSource(s):DentsuCHAPTER

03RankingsMosteffectivemediaholdingcompaniesworldwidein2023(indexscore)Mosteffectivemediaholdingcompaniesworldwidein2023Numberofpoints05001,0001,5002,0002,5003,000OmnicomGroupWPP2,654.62,621.2PublicisGroupeInterpublicGroupDentsu2,005.51,684.2402.3353.8HavasGroupAccenture133.573.1StagwellBlueFocus27Deloitte13.25.2HakuhodoDYGroup19Description:Inarankingofmediaholdingcompaniesworldwide,NewYorkcity-basedOmnicomGroupInc.rankedasthemosteffectivein2023,scoringover2.65thousandpoints.BritishadvertisinggiantWPPfollowedwith2.62thousandpoints,whereasParis-basedPublicisGrouperoundedoutthetopthreewithabouttwothousandpoints.ReadmoreNote(s):Worldwide;2023Source(s):WARCMostcreativemediaholdinggroupsworldwidein2022(indexscore)Mostcreativeadvertisingholdinggroupsworldwide2022Numberofpoints01,0002,0003,0004,0005,0006,0007,000WPPOmnicomGroupInterpublicGroupPublicisGroupeHavasGroupDentsu5,8444,970.24,012.23,392.41,385.1623.8440.1275.4190.3126.751.7AccentureStagwellHakuhodoDYGroupDeloitteBlueFocusLumanity40.119.914.3ADKAlphabet20Description:In2022,WPPtoppedthelistofmostcreativemediaholdingsworldwide,withover5.8thousandpointsinthepresentedcreativityranking.OmnicomGroupandInterpublicGroup(IPG)followedwitharoundfivethousandandfourthousandpoints,respectively.Altogether,thetopthreeholdingshadmorethantwiceasmanypointsasthefollowing11organizationsranked.Meanwhile,WPP,Omnicom,andPublicisweretheworld'stopadvertisingholdingsbyrevenuein2022.

ReadmoreNote(s):Worldwide;2022Source(s):WARCMosteffectivemediaagenciesintheUnitedStatesandCanadain2023(indexscore)MosteffectivemediaagenciesintheU.S.&Canada2023Media

agencyAgency

networkMindshareWorldwideStarcomLocationNewYork,UnitedStatesChicago,UnitedStatesNewYork,UnitedStatesNewYork,UnitedStatesToronto,CanadaPoints188.698.897.137.735.234.727.125.824.222.822.7Mindshare/NewYorkStarcom/ChicagoEssenceMediacom/NewYorkPHD/NewYorkEssenceMediacomPHDWorldwideCarat/TorontoDentsuInternationalEssenceMediacomIPGMediabrandsSparkFoundryEssenceMediacom/TorontoInitiative/TorontoToronto,CanadaToronto,CanadaSparkFoundry/NewYorkCarat/NewYorkNewYork,UnitedStatesNewYork,UnitedStatesNewYork,UnitedStatesToronto,CanadaDentsuInternationalVaynerMedia/NewYorkOMD/TorontoOMDWorldwide21Description:In2023,Mindshare/NewYork–runbyMindshareWorldwide–toppedthelistofthemosteffectiveadvertisingagenciesintheUnitedStatesandCanada,scoring188.6pointsinthepresentedeffectivenessranking.Starcom/ChicagoandEssenceMediacom/NewYorkfollowedwith98.8and97.1points,respectively.ReadmoreNote(s):Canada,UnitedStates;2023Source(s):WARCMostcreativeadvertisingagenciesintheUnitedStatesandCanadain2023(indexscore)MostcreativeadvertisingagenciesintheU.S.&Canada2023Advertising

agencyRethink/TorontoAgency

networkLocationToronto,CanadaPoints561.9514.6378.5368.1365.6334.1316.5298.3285.2277.7274.6WeBelievers/NewYorkArea23/NewYorkMcCann/NewYorkFCB/TorontoNewYork,UnitedStatesNewYork,UnitedStatesNewYork,UnitedStatesToronto,CanadaFCBMcCannWorldgroupFCBDDB/ChicagoDDBWorldwideFCBChicago,UnitedStatesNewYork,UnitedStatesPortland,UnitedStatesNewYork,UnitedStatesChicago,UnitedStatesNewYork,UnitedStatesFCB/NewYorkWieden+Kennedy/PortlandVML/NewYorkWieden+KennedyVMLEnergyBBDO/ChicagoWieden+Kennedy/NewYorkBBDOWorldwideWieden+Kennedy22Description:In2023,Rethink/TorontotoppedthelistofthemostcreativeadvertisingagenciesintheUnitedStatesandCanada,scoring561.9pointsinthepresentedcreativityranking.WeBelievers/NewYorkandArea23/NewYorkfollowedwith514.6and378.5points,respectively.ReadmoreNote(s):Source(s):WARCMosteffectiveadvertisingcampaignsintheUnitedStatesin2023(indexscore)MosteffectiveadcampaignsintheU.S.2023CampaignBrandAgencyCategoryNumber

ofpointsFamousOrdersMcDonald'sWieden+KennedyNewYork/NarrativeLosAngeles/AlmaDDBMiami/BurrellChicagoRetail80SeeMySkinVaselineM&M'sEdelmanNewToiletries&CosmeticsFood66.641.4York/MindshareNewYorkSpokescandiesonPauseBBDONewYork/EssenceMediacomNewYork/KetchumNewYork/TracyLockeWiltonAgedbyAudioCheez-IteBayLeoBurnettChicagoEdelmanNewYorkFoodRetailFood39.130.730.1Wear'EmOutStoreApologizetheRainbowSkittlesEssenceMediacomNewYork/TheMarsAgencyChicago/ForWhenIt'sTime:ExtraGum'sPandemicExtraGumEnergyBBDOChicago/Food3023Description:ThemosteffectiveadvertisingcampaignintheUnitedStatesin2023wasMcDonald's'"FamousOrders,"producedbyWieden+KennedyNewYork,NarrativeLosAngeles,AlmaDDBMiami,andBurrellChicago,withanindexscoreof80.ThefastfoodgiantwasfollowedbyVaselineandits"SeeMySkin"commercial.whichwasproducedbyEdelmanNewYorkandMindshareNewYork.ReadmoreNote(s):UnitedStates;2023Source(s):WARCCHAPTER

04Diversity,equity,inclusion(DEI)GenderdistributionofmarketingandadvertisingprofessionalsintheUnitedStatesasofJune2023GenderdistributionofmarketingandadvertisingprofessionalsintheU.S.202369.5%70%60%50%40%30%20%10%0%30.3%0.2%FemaleMaleNon-binary25Description:DuringaJune2023survey,morethantwo-thirds(or69.5percent)ofrespondingmembersoftheAssociationofNationalAdvertisers(ANA)intheUnitedStatesidentifiedasfemale.Mencomprised30.3percentofrespondents,whilenon-binaryprofessionalsaccountedfor0.2percent.ReadmoreNote(s):UnitedStates;asofJune30,2023;31,116respondents;amongmembercompanies,includingclient-sidemarketers,nonprofits,fundraisers,andmarketingsolutionsprovidersSource(s):ANAGenderdistributionofadvertisingandpromotionsmanagersintheUnitedStatesin2022GenderdistributionofadvertisingandpromotionsmanagersintheU.S.2022Men*50.3%Women49.7%26Description:In2022,almosthalf(49.7percent)ofadvertisingandpromotionsmanagersintheUnitedStatesidentifiedaswomen.Theremaining50.3percentofprofessionalswerepresumedtobemen.

ReadmoreNote(s):UnitedStates;2022;*calculatedthefigurebasedonthesource'sdata,ReadmoreSource(s):BureauofLaborStatistics;EthnicbackgroundofadvertisingandpromotionsmanagersintheUnitedStatesin2022EthnicityofadvertisingandpromotionsmanagersintheU.S.202290%80.3%80%70%60%50%40%30%20%10%0%13.8%8.9%4.4%WhiteBlackorAfricanAmericanAsianHispanicorLatino27Description:In2022,morethanfouroutoffive(80.3percentof)advertisingandpromotionsmanagersintheUnitedStatesidentifiedaswhite.Almost14percentwereBlackorAfricanAmerican.Thatsameyear,nearlyhalfofadandpromotionsmanagersintheU.S.werefemale.ReadmoreNote(s):UnitedStates;2022Source(s):BureauofLaborStatisticsGenderdistributionofpublicrelationsandfundraisingmanagersintheUnitedStatesin2023GenderdistributionofPRandfundraisingmanagersintheU.S.2023Men*33.6%Women66.4%28Description:In2023,roughlytwo-thirds(66.3percent)ofpublicrelationsandfundraisingmanagersintheUnitedStatesidentifiedaswomen.Theremaining33.6percentofprofessionalswerepresumedtobemen.Meanwhile,nearlyhalfofadandpromotionsmanagersintheU.S.werefemale.ReadmoreNote(s):UnitedStates;2023;*calculatedthefigurebasedonthesource'sdata,ReadmoreSource(s):BureauofLaborStatistics;EthnicbackgroundofpublicrelationsandfundraisingmanagersintheUnitedStatesin2023EthnicityofPRandfundraisingmanagersintheU.S.202390%82.1%80%70%60%50%40%30%20%10%12.2%9.2%3%0%WhiteBlackorAfricanAmericanHispanicorLatinoAsian29Description:In2023,littlemorethan82percentofpublicrelationsandfundraisingmanagersintheUnitedStatesidentifiedaswhite.Ovwe12percentwereBlackorAfricanAmerican.Thatsameyear,nearlytwo-thirdsofPRandfundraisingmanagersintheU.S.werefemale.ReadmoreNote(s):UnitedStates;2023Source(s):