Moving sideways; Advertising less than half of Big 3's revenue.(Brief Article)

Advertising Age, May, 2002 by Johnson, Bradley

In the quest for revenue, Omnicom boomed in the first quarter (up 8%), Interpublic was a bust (down 15%) and WPP went nowhere (down 2%). So is the business going up or down?

The answer: sideways. The Big 3's total revenue last quarter dipped 3%, one more proof point on how sluggish the ad biz is. And given their clout-Ad Age data show Omnicom Group, Interpublic Group of Cos. and WPP Group last year controlled 43.7% of the global advertising and marketing services sectors-these three superagencies are a good industry barometer.

The numbers reveal the Big 3's global ad revenue dropped 4.9% in the first quarter, while total revenue for other disciplines-direct, promotion, PR, research-dipped 1.3%. That supports the theory that marketing services...

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