Big 6 of Advertising in Canada

In the world of advertising, the Big 6 refers to the six largest advertising and marketing giants of the industry. These companies have dominated the marketing and advertising sector for the past few decades. These advertising giants include the following companies; WPP, Omnicom, Publicis, Dentsu, Interpublic, and Havas.

Over the years, these six businesses have had the run of the land, with only one another for competitors. Working with some of the world's more prestigious clients, the Big Six have generated some of the world's most notable campaigns and marketing efforts across the globe. We've broken down the big six so that you can better understand what each of the companies offers and who they work with. Information in this breakdown is sourced from Winmo.

1. WPP:

WPP is a British multinational advertising and public relations company known for its campaigns and works in communication, commerce and tech. Based out of London, the WWP captures billions in revenue annually, with notable clients such as NASA, Microsoft, and Ford. The company's specialties lie in media buying, media planning, digital buys, full-service ad creative, public relations, and market research. The massive company is a one-stop-shop for many businesses and boasts a wide selection of agencies:

• Agencies Include: Group M Essence, EssenceMediaCom, EssenceMediaCom Canada, Mindshare, Wavemaker, Grey Group, Ogilvy, OgilvyOne Worldwide, VML, WPP Group Inc., VML Health, AKQA, BCW, GTB, Hill+Knowlton Strategies, Hogarth, Kantar, The&Partnership
• Type of Agency: MultinationalCreative Transformation
• Headquarters: London

2. Omnicom:

America’s largest global media, marketing, and corporate communications holding company. The company employs more than 75,000 staff in 100+ countries worldwide. With billions in annual revenue and based in New York, Omnicom features high-ranking clientele. A few of these clients include Apple, Adidas, McDonald's, and Pfizer. The company offers full and integrated services, creative advertising, public relations, multicultural marketing, media buys, and direct shopper services. Omnicom's agency roster features numerous leading agencies.

• Agencies Include: BBDO, The CDM Group, FleishmanHillard, Ketchum, Porter Novelli, RAPP Worldwide, DDB, OMD, Tribal Worldwide, Interbrand, Omnicom Media, Ph.D.
• Type of Agency: Data-Inspired Corporate Communications
• Headquarters: New York
• LinkedIn
• Key Contact: Joanne Trout, Chief Communications Officer

3. Publicis Groupe:

One of the oldest and largest holding companies, Publicis Groupe operates internationally throughout various markets. The company earns multi-billion annually and is located in Paris, France. Some of their notable clients include Disney, Samsung, and Verizon. Publicis offers full-service solutions and integrated tactics, with creative advertising, public relations, media buying, and digital buys. The company is supported by a backbone of talented agencies that make up the company.

• Agencies Include: Arc Worldwide, Leo Burnett, MSL Group, Publicis, Saatchi & Saatchi, Spark Foundry, Starcom Worldwide, Zenith Media, Digitas, Epsilon, Hawkeye, Publicis. Sapient, Razorfish, Publicis Health
• Type of Agency: Client-focused, Sectored Solutions
• Headquarters: Paris
• LinkedIn
• Key Contact: Bruno Bertelli, CCO of Publicis Worldwide

4. Interpublic Group of Companies (IPG):

IPG is a wide-spectrum holding company that covers multiple disciplines and specialists in the marketing industry. With more than 54,000 employees and 100 countries of operations, IPG is a multi-billion dollar company. Based in New York, IPG works with high-end clients such as Coca-Cola, FitBit, Johnson & Johnson, and Spotify. The company works in various areas of marketing, including buying, planning, digital, promotions, public relations, and customer experience design.

• Agencies Include: FCB, Acxiom Corporation, Initiative, IPG MediaBrands, Magna Global, MRM/McCann, McCann, Momentum Worldwide, MullenLowe, Mediahub, Universal McCann, Weber Shandwick, Powell Tate, Huge Inc., R/GA
• Type of Agency: Creativity-Driven, Data-Fueled Marketing
• Headquarters: New York
• LinkedIn
• Key Contact: Philippe Krakowsky, CEO

5. Dentsu Inc:

Dentsu Inc. is a Japanese international advertising and public relations company. It is the 5th largest advertising agency network in the world in terms of global revenues. Generated more than 2 billion annually, the firm hosts notable clients such as American Express, Hershey, and Subway. Dentsu Inc. specializes in creative/advertising, SEO/SEM, digital, events and sponsorship marketing.

• Agencies Include: Dentsu International, iProspect, Isobar US, Carta, Carat, Dentsu Creative, Dentsu Digital, dentsu X, DENTSU SOKEN, Merkle, Septeni Group, Tag
• Type of Agency: Purpose-Driven Impacts
• Headquarters: London
• LinkedIn
• Key Contact: Michael Komasinski, CEO Dentsu Americas
• 6. Havas:

A French multinational advertising and public relations company, Havas operates globally in more than 100 countries. The company is one of the largest global advertising and communications groups, generating more than 600 million every year. Also based in Paris, France, Havas works with clients such as the NFL, Dr. Pepper, and Canada Dry. Havas specialized in media planning and buying, a full-service advertising, and creative advertising.

• Agencies below: Havas Health & You, Havas Helia, Havas Media Group, Havas New York, Havas Tonic
• Type of Agency: Difference Making Efforts
• Headquarters: Paris
• LinkedIn
• Key Contact: Yannick Bollore, Chairman & CEO

Written by Emma Whiten, Editor of Marketing News Canada, with data provided by Winmo (Data Source)