Based on its acquisition of digital independent AKQA, WPP now has the biggest digital advertising agency organization in the U.S., according to an update of estimates released Monday by RECMA.
The RECMA update estimates that when the 600 U.S.-based AKQA staffers are added to WPP's roster, the holding company now has a U.S.-based digital agency organization of 8,328, pushing it ahead of
Publicis' 7,864 to become the dominant player in the U.S. digital agency marketplace.
Based on its updated rankings, WPP now commands a 21.7% share of the market of U.S. digital agencies,
comprised of six agency holding companies and various independent agencies.
USA- Digital market shares July 2012 |
Rank
2012 | DIGITAL
STAFF | 7 Group owners and 61
agencies | Digital shares |
1 | 8 328 | WPP USA
(8 agencies) | 21.7% |
2 | 7 864 | Publicis Groupe USA
(7 agencies) | 20.5% |
3 | 6 672 | Interpublic
USA (12 agencies) | 17.4% |
4 | 4 698 | Omnicom Group USA
(7 agencies) | 12.3% |
5 | 1 370 | Aegis Media USA
(3 agencies) | 3.6% |
6 | 1 099 | Havas USA
(1 agency) | 2.9% |
7 | 825 | Dentsu America
(1 agency) | 2.2% |
/// | 7 436 | Independents USA
(23 agencies) | 19.4% |
- | 38 292 | Top 112 USA digital
agencies | 100% |
Source: RECMA USA Digital Guide