- Ad Age, Monday, April 30, 2007 11:30 AM
Showing its hottest growth in marketing services, thanks to digital, revenue for U.S. marketing-communications agencies jumped 8.8% to $28.2 billion in 2006, according to the 63rd annual Advertising
Age Agency Report. Agency revenue from traditional advertising and media rose just 4.2% to $13.1 billion, the weakest growth since 2003, the first full year of the ad recovery.
In
2006, U.S. agencies collectively generated less than half of their revenue--46.4%--from traditional advertising and media planning/buying, with the rest coming from a range of marketing services,
including digital/interactive, direct marketing, sales promotion, health care and PR. U.S. interactive-agency revenue rocketed 23.1%, driving the increase in marketing services.
Dentsu ranks as the world's largest consolidated agency network, with 2006 revenue of nearly $2.5 billion. WPP Group's JWT is the No. 1 U.S. agency, with estimated revenue of $445 million from
traditional advertising. Omnicom's Rapp Collins Worldwide ranks as the top marketing-services agency. AQuantive's Avenue A/Razorfish is the No. 1 interactive agency.
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