A media agency is an advertising agency engaged in the planning of placement ( media planning ) and placement ( media buying ) of advertisements in the media (on TV , radio , in outdoor advertising, in the press, on the Internet, etc.). Until the 1950s, most advertising agencies were full-cycle agencies - they came up with ads and placed it themselves. Later, the market partially diversified - creative agencies (creating advertising) and media (advertising) appeared on the market. For example, the media departments of D'Arcy and Leo Burnett agencies were transformed into the Starcom Mediavest group, and OMD media agency was formed from the media departments BBDO, DDB and TBWA.
Content
Market
The global advertising market in 2008 amounted to about 500 billion USD. This amount is comparable with the US military budget , the volume of gold and foreign exchange reserves of the Bank of Russia , as well as the amount that the global economy has lost from the crisis .
The seven largest in the world advertising and communication holdings are as follows [1] :
- WPP Group (UK)
- Omnicom Group (USA)
- Interpublic Group (USA)
- Publicis Groupe (France)
- Dentsu (Japan)
- Aegis (UK)
- Havas (France)
In Russia ? At the moment, advertisers annually spend about $ 11 billion on advertising (data from the independent international consulting company RECMA). The three largest media agencies in Russia are as follows (the annual rating of Kommersant newspaper): Starcom Russia ( VivaKi Russia ), Vizéum (Aegis Media), ZenithOptimedia Russia (VivaKi Russia).
Interesting Facts
- From 1971 to 1985, the WPP Group advertising and communications holding company was called Wire and Plastic Products and traded in plastic baskets. In 1985, Martin Sorrell bought it and used it as a platform to create his future advertising holding (an entrepreneur needed a holding company ).
- In 1935, the founder of Publicis Groupe, Marcel Blaine Blanchet, bought Radio LL and based on it created the private Radio Cite. For the radio industry in France, this deal can be called historic. It is believed that it was Radio Cite that set the modern standards for broadcasting: news first began to appear every hour; they began to invite popular artists to live broadcasts; live performances were played there. The group used this station as a laboratory, which suggested new forms of building an advertising message. The first TV spot to appear in France was also made by Publicis . In October 1968, for the Boursin cheese, starring actor Jacques Duby. In 1986, Publicis launches TV6, the first French music channel. Now this French advertising holding is the 4th in the world and the first in Europe in financial terms.
See also
- Information Agency
- Advertising agency