Kompakter Überblick über den Markt kreativer Dienstleister und Kommunikationsberater.

1. Lehrveranstaltung
ABOVE-THE-LINE-
COMMUNICATION
Wie man erfolgreiche Kommunikationskampagnen plant
ÜBERBLICK
KOMMUNIKATIONS-
BRANCHE
Konzept und Vorlesung:
Dipl. Kommunikationswirt Andreas Wiehrdt

2. Die folgenden Folien und deren Inhalte sind geistiges Eigentum von
Andreas Wiehrdt, München.
Die Nutzung wird ausdrücklich nur für private- beziehungsweise Bildungszwecke
und nur auf Widerruf gestattet.
Die Vervielfältigung, Publizierung oder Weitergabe an Dritte, auch in Auszügen,
ist ausdrücklich untersagt.
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

3. Meine Ziele
1. Überblick über die Agenturlandschaft
2. Was sich verändert
3. Die Herausforderungen
4. Networks
5. Rankings
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

4. Von „Mad Men“ zu „Digital
natives“
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

5. Das typische Agenturteam
Account Executive Head of Media
Ken Cosgrove Harry Crane
New Business Director Creative Director Copy Writer
Roger Sterling Don Draper Peggy Olson
Director of Account Director
Agency Operations Pete Campbell
Joan Harris
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

6. was verdient man in
der werbung?
Account Executive Head of Media
38.000,- € 65.000 €
New Business Director Creative Director Copy Writer
120.000,- € 130.000,- € 39.000,- €
Director of Account Director
Agency Operations 60.000,- €
35.000,- €
QUELLE: www.gehalt.de | 2012
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

7. was verdient man in
der werbung?
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

8. herausforderungen der
kommunikationsbranche
• Sinkende Erlöse
• Mangel an qualifizierten Mitarbeitern
• Fragmentierung der Medien / Kanäle
• Emanzipation der Zielgruppen
• Intellektualisierung der Kommunikationstechnologien
• Wachsende Komplexität
• Internationalisierung der Märkte
• Entscheidungsdruck: Generalisten- versus Spezialistentum
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

9. inhabergeführte- versus
üb
network-Agenturen un
g
A
Was spricht für –
was gegen
Networkagenturen?
B
Was spricht für –
was gegen
inhabergeführte
Agenturen?
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

10. Profiles of world’s top 50
agency firms, part of
AGENCY FAMILY TREES 2010
premium content
in AdAge.com’s
DataCenter
die grossen networks
Primary holdings of the world’s top four agency companies by 2009 worldwide revenue
WPP $13.60B OMNICOM GROUP $11.72B PUBLICIS GROUPE $6.29B INTERPUBLIC GROUP OF COS. $6.03B
NO. 1 WORLDWIDE REVENUE NO. 2 WORLDWIDE REVENUE NO. 3 WORLDWIDE REVENUE NO. 4 WORLDWIDE REVENUE
U.S. REVENUE: $4.44 BILLION HEADQUARTERS: DUBLIN U.S. REVENUE: $6.18 BILLION HEADQUARTERS: NEW YORK U.S. REVENUE ESTIMATE: $2.72 BILLION HEADQUARTERS: PARIS U.S. REVENUE: $3.37 BILLION HEADQUARTERS: NEW YORK
WORLDWIDE EMPLOYEES: 98,759 MARKET CAP: $13.7 BILLION WORLDWIDE EMPLOYEES: 63,000 MARKET CAP: $12.5 BILLION WORLDWIDE EMPLOYEES: 45,402 MARKET CAP: $8.7 BILLION WORLDWIDE EMPLOYEES: 40,000 MARKET CAP: $4.4 BILLION
WORLDWIDE REVENUE BY DISCIPLINE GREY GROUP $912 MILLION WORLDWIDE REVENUE BY DISCIPLINE OTHER AGENCIES WORLDWIDE REVENUE BY DISCIPLINE STARCOM MEDIAVEST WORLDWIDE REVENUE BY DISCIPLINE LOWE & PARTNERS $543 MILLION
Branding & identity, Advertising, media Specialty communications Traditional media Media Advertising GROUP $809 MILLION Constituency Management Advertising & media
healthcare & investment Grey $505 MILLION $1.07 billion; 9.1% advertising Cline Davis & Mann $147 MILLION $1.32 billion; 21.0% $2.20 billion; 35.0% Group1 $4.14 billion; 68.7% Lowe & Partners $253 MILLION
specialist management $5.20 billion; 44.3% $915 million; 15.2% AD AGENCY. REVENUE FOR LOWE OUTSIDE NORTH AMERICA
communications $5.26 billion; 38.7%
NETWORK LEAD AGENCY HEALTHCARE AGENCY Starcom MediaVest Group $749 MILLION
Public relations MEDIA AGENCY
$3.50 billion; 25.7% G2 $280 MILLION $1.08 billion; 9.2% Corbett Accel Healthcare Deutsch $177 MILLION
MARKETING SERVICES AGENCY Healthcare Group $61 MILLION SMG PERFORMANCE MARKETING $31 MILLION $328 million; 5.4% AD AGENCY. NORTH AMERICAN HUB OF LOWE NETWORK
MARKETING SERVICES AGENCY GROUP
GHG $110 MILLION HEALTHCARE AGENCY Lowe Healthcare Worldwide $80 MILLION
HEALTHCARE AGENCY Critical Mass $75 MILLION SMG Search $14 MILLION HEALTHCARE AGENCY. REPORTS INTO DEUTSCH
DIGITAL AGENCY. OMNICOM OWNS 54% SEARCH MARKETING. PART OF PERFORMANCE MARKETING
Batey $8 MILLION Huge $33 MILLION
SINGAPORE-BASED AGENCY NETWORK Marketing DIGITAL AGENCY. 51% OWNED BY INTERPUBLIC
Dieste $39 MILLION Spark Communications $13 MILLION services
MEDIA AGENCY
Wing $8 MILLION HISPANIC AD AGENCY SAMS (Specialized (excluding CMG)
OTHER AGENCIES
Agencies and $646 million;
HISPANIC AD AGENCY Direct Partners $17 MILLION Marketing Services)
Tapestry $11 MILLION 10.7%
DIRECT MARKETING AGENCY STARCOM’S MULTICULTURAL MEDIA AGENCY Accentmarketing $11 MILLION
$2.77 billion; 44.0%
Public relations &
public affairs Consumer insight UNITED GROUP $86 MILLION Customer relationship
management Doremus $39 MILLION MV42 $6 MILLION
1. Interpublic discipline percentages are Ad Age estimates except
for Constituency Management Group, which is actual. CMG
HISPANIC AGENCY. INTERPUBLIC OWNS 49%
$1.25 billion; 9.2% $3.60 billion; 26.5% $4.38 billion; 37.4% BUSINESS-TO-BUSINESS AGENCY Dentsu owns 15% of Publicis Groupe MEDIAVEST’S MULTICULTURAL MEDIA AGENCY houses PR agencies, Jack Morton Worldwide, Octagon,
Campbell-Ewald $161 MILLION
Berlin Cameron United $15 MILLION Publicis owns 1% of Interpublic Group
FutureBrand and certain other marketing services.
AD AGENCY
AD AGENCY Element 79 $24 MILLION
GLOBAL NETWORKS GLOBAL NETWORKS AD AGENCY GLOBAL NETWORKS DIGITAS $550 MILLION GLOBAL NETWORKS Carmichael Lynch $41 MILLION
Cole & Weber United $11 MILLION AD AGENCY
AD AGENCY Footsteps $8 MILLION Digitas $443 MILLION
YOUNG & RUBICAM DDB WORLDWIDE MULTICULTURAL AD AGENCY. OMNICOM OWNS 49% PUBLICIS $1.06 BILLION DIGITAL AGENCY MCCANN WORLDGROUP $2.67 BILLION Cubocc NA
BRANDS $2.65 BILLION OTHER AGENCIES COMMUNICATIONS GROUP $2.22 BILLION GMR Marketing $78 MILLION Digitas Health $107 MILLION
ADVERTISING AND MARKETING SERVICES AGENCY BASED IN
BRAZIL. INTERPUBLIC BOUGHT CUBOCC IN MARCH 2010
EVENT MARKETING AGENCY. Publicis $875 MILLION DIGITAL HEALTHCARE AGENCY McCann Erickson Worldwide $1.42 BILLION
Y&R $932 MILLION Hill & Knowlton $330 MILLION DDB Worldwide $1.11 BILLION NETWORK LEAD AGENCY NETWORK LEAD AGENCY Dailey $24 MILLION
NETWORK LEAD AGENCY PR AGENCY NETWORK LEAD AGENCY Goodby, Silverstein AD AGENCY
& Partners $105 MILLION Publicis Modem & Dialog $170 MILLION OTHER VIVAKI NA Weber Shandwick $360 MILLION
Sudler & Hennessey $126 MILLION CommonHealth $156 MILLION Interbrand $195 MILLION AD AGENCY
MARKETING SERVICES AGENCY PR AGENCY. ALIGNED WITH MCCANN WORLDGROUP DeVries Public Relations $18 MILLION
HEALTHCARE AGENCY HEALTHCARE AGENCY BRANDING CONSULTANCY
Publicis & Hal Riney $17 MILLION Razorfish $409 MILLION MRM Worldwide $260 MILLION PR AGENCY
Tapsa Grizzard Communications Group $32 MILLION DIGITAL AGENCY
Landor Associates $121 MILLION $30 MILLION Tribal DDB $188 MILLION DIRECT MARKETING AGENCY
AD AGENCY DIGITAL AND DIRECT MARKETING AGENCY GolinHarris $109 MILLION
BRANDING CONSULTANCY MADRID-BASED AD AGENCY DIGITAL AGENCY Medias & Regies Europe $84 MILLION PR AGENCY
GSD&M Idea City Momentum Worldwide $175 MILLION
$65 MILLION OUT-OF-HOME ADVERTISING
Cohn & Wolfe $117 MILLION Brand Union $13 MILLION TracyLocke $104 MILLION AD AGENCY LEO BURNETT MARKETING SERVICES AGENCY Hill Holliday $160 MILLION
PR AGENCY AD AGENCY PROMOTION AGENCY WORLDWIDE $1.10 BILLION Denuo $6 MILLION McCann Healthcare AD AGENCY
Harrison & Star $55 MILLION CONSULTANCY. PART OF VIVAKI
VML $91 MILLION Alma DDB $17 MILLION Worldwide $138 MILLION IW Group $11 MILLION
DIGITAL AGENCY WPP DIGITAL $221 MILLION HISPANIC AD AGENCY. OMNICOM OWNS 74%
HEALTHCARE AGENCY Leo Burnett Worldwide $777 MILLION Phonevalley NA HEALTHCARE AGENCY ASIAN-AMERICAN AGENCY. INTERPUBLIC OWNS 49%
Javelin NETWORK LEAD AGENCY
$46 MILLION MOBILE-MARKETING AGENCY
Bravo Group $29 MILLION 24/7 Real Media $110 MILLION Rodgers Townsend $13 MILLION Martin Agency $112 MILLION Jack Morton Worldwide $95 MILLION
HISPANIC AD AGENCY
DIRECT MARKETING AGENCY Arc Worldwide $247 MILLION AD AGENCY EVENT MARKETING AGENCY
DIGITAL AD NETWORK AD AGENCY
LatinWorks $20 MILLION MARKETING SERVICES AGENCY HEALTHCARE AGENCIES
Kang & Lee Advertising $16 MILLION Bridge Worldwide $49 MILLION Roberts & Langer DDB $8 MILLION HISPANIC AD AGENCY. OMNICOM OWNS 49% FutureBrand $56 MILLION Mullen $83 MILLION
ASIAN-AMERICAN AD AGENCY DIGITAL AGENCY AD AGENCY
Beacon Communications $61 MILLION BRANDING CONSULTANCY. ALIGNED WITH AD AGENCY
LyonHeart $30 MILLION JAPANESE AD AGENCY. PUBLICIS OWNS 66%; PUBLICIS HEALTHCARE MCCANN WORLDGROUP
SicolaMartin $7 MILLION Schematic $40 MILLION Spike DDB $3 MILLION HEALTHCARE AGENCY DENTSU OWNS 34%
COMMUNICATIONS GROUP $452 MILLION MWW Group $36 MILLION
AD AGENCY DIGITAL AGENCY AFRICAN-AMERICAN AD AGENCY. OMNICOM OWNS 49% Campbell Mithun $53 MILLION PR AGENCY
Marketing Arm $102 MILLION Lapiz Hispanic Marketing $6 MILLION AD AGENCY
Robinson Lerer & Montgomery NA Blue Interactive Marketing $11 MILLION RAPP $588 MILLION MARKETING SERVICES AGENCY GROUP HISPANIC AD AGENCY Medicus Lifebrands/ Octagon $121 MILLION
PR AGENCY SINGAPORE-BASED DIGITAL AGENCY MARKETING SERVICES AGENCY AND NETWORK Publicis Lifebrands $111 MILLION TM Advertising $34 MILLION SPORTS AND ENTERTAINMENT MARKETING AGENCY
Martin Williams Advertising $37 MILLION Vigilante $4 MILLION PART OF PUBLICIS HEALTHCARE AD AGENCY
WUNDERMAN $828 MILLION HeathWallace $8 MILLION Kern Organization $18 MILLION AD AGENCY MULTICULTURAL AD AGENCY Siboney USA $5 MILLION
MARKETING SERVICES AGENCY AND NETWORK U.K.-BASED WEB DESIGN FIRM. WPP OWNS 75% MARKETING SERVICES AGENCY. PART OP RAPP NETWORK Saatchi & Saatchi Avrett Free Ginsberg $19 MILLION HISPANIC AGENCY. INTERPUBLIC OWNS 49%
Merkley & Partners $43 MILLION
SAATCHI & SAATCHI $759 MILLION Healthcare Advertising $47 MILLION AD AGENCY
Blast Radius $55 MILLION Quasar Media $4 MILLION AD AGENCY Tierney Communications $11 MILLION
VANCOUVER-BASED DIGITAL AGENCY. INDIA-BASED DIGITAL AGENCY. WPP OWNS 75% BBDO WORLDWIDE $1.67 BILLION PART OF PUBLICIS HEALTHCARE Fitzgerald & Co. $18 MILLION AD AGENCY
IN WUNDERMAN NETWORK Russ Reid Co. $26 MILLION Saatchi & Saatchi $650 MILLION Saatchi & Saatchi Wellness $27 MILLION AD AGENCY
BBDO Worldwide $1.14 BILLION NETWORK LEAD AGENCY Translation Consulting
Zaaz $25 MILLION MEDIA AGENCIES NETWORK LEAD AGENCY
DIRECT MARKETING AGENCY PART OF PUBLICIS HEALTHCARE Gotham $17 MILLION & Brand Imaging $6 MILLION
DIGITAL AGENCY. IN WUNDERMAN NETWORK Siegel & Gale $37 MILLION Team One $50 MILLION Williams Labadie $15 MILLION AD AGENCY AD AND BRANDING AGENCY. INTERPUBLIC OWNS 60%
Proximity Worldwide $395 MILLION BRANDING CONSULTANCY AD AGENCY PART OF PUBLICIS HEALTHCARE Casanova Pendrill
RTC Relationship Marketing $25 MILLION GROUP M $2.06 BILLION DIGITAL AGENCY
$10 MILLION
MEDIA AGENCIES
DIRECT MARKETING AGENCY. IN WUNDERMAN NETWORK Targetbase $82 MILLION Saatchi & Saatchi X $41 MILLION Saatchi & Saatchi HISPANIC AD AGENCY
Mindshare Worldwide $713 MILLION Organic $136 MILLION MARKETING SERVICES AGENCY PROMOTION AGENCY
Healthcare Innovations
Designkitchen $11 MILLION $11 MILLION
DRAFTFCB
DIGITAL AGENCY. IN WUNDERMAN NETWORK
MEDIA AGENCY DIGITAL AGENCY
Unit 7 $22 MILLION Conill $18 MILLION PART OF PUBLICIS HEALTHCARE $1.18 BILLION MEDIABRANDS $686 MILLION
QUELLE: AdvertisingAge‘s Agency Family Trees MILLION
MEC $595 2010 DIRECT MARKETING AGENCY HISPANIC AD AGENCY
BURSON-MARSTELLER $385 MILLION MEDIA AGENCY TBWA WORLDWIDE $1.52 BILLION PUBLIC RELATIONS & EVENTS DraftFCB $885 MILLION UM $368 MILLION
PR AGENCY AND NETWORK NETWORK LEAD AGENCY MEDIA AGENCY. ALIGNED WITH MCCANN WORLDGROUP
Proof $12 MILLION
MediaCom $570 MILLION TBWA Worldwide $1.02 BILLION MEDIA AGENCIES OTHER AGENCIES
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de R/GA $132 MILLION Initiative $248 MILLION
AD AGENCY. PART OF BURSON-MARSTELLER NETWORK
MEDIA AGENCY NETWORK LEAD AGENCY MS&L GROUP $488 MILLION DIGITAL AGENCY MEDIA AGENCY. ALIGNED WITH DRAFTFCB
Group M Search $90 MILLION Zimmerman Advertising $134 MILLION OMNICOM MEDIA GROUP $1.33 BILLION Bartle Bogle Hegarty $155 MILLION
SEARCH MARKETING AGENCY LONDON-BASED AD AGENCY. PUBLICIS OWNS 49% MS&L $237 MILLION DraftFCB Healthcare $112 MILLION Wahlstrom Group $20 MILLION
OGILVY & MATHER $1.75 BILLION
AD AGENCY
OMD Worldwide $730 MILLION
PR AGENCY HEALTHCARE AGENCY DIRECTORY AGENCY. PART OF GEOMENTUM
Maxus $90 MILLION Integer Group $127 MILLION Fallon Worldwide $68 MILLION
OgilvyOne Worldwide $683 MILLION MEDIA AGENCY
MEDIA AGENCY AD AGENCY Kekst & Co. $39 MILLION Hacker Group $32 MILLION Reprise Media $14 MILLION
PROMOTION AGENCY PR AGENCY DIRECT MARKETING AGENCY SEARCH MARKETING AGENCY
MARKETING SERVICES AGENCY
Kinetic PHD $138 MILLION Kaplan Thaler Group $65 MILLION
NA Tequila $110 MILLION

11. inhabergeführte
Agenturen
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

12. Die kreativsten köpfe
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

13. Die Werbefachpresse
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

14. Dies ist nur ein Auszug aus den kompletten Trainingsunterlagen zum Thema.
Wenn Sie das Thema interessiert beziehungsweise Sie Ihre Mitarbeiter in
diesem oder einem anderen Job-relevanten Thema von didaktisch versierten
Branchen-Insider trainieren lassen möchten, freue ich mich auf Ihre
Kontaktaufnahme
Andreas Wiehrdt
Kontakterschule
Cheftrainer
www.kontakterschule.de
+49. (0)1 51. 50 67 67 92
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de

15. Mein Profil
„Andreas Wiehrdt ist Werber aus Leidenschaft; Berater, Trainer,
Coach und Dozent. Erfahrung aus über 20 Jahren in der
Marketing- und Werbewelt als Berater und Stratege in
internationalen Full-Service-Agenturen für Blue-Chip-Marken
fließen in seine Workshops und Keynotes für viele relevante
Themen rund um Marketing und Werbung ein.
Er arbeitet lieber als kreativer Wissensvermittler, Katalysator Andreas Wiehrdt
und Moderator denn als Dozent. Konsequenterweise wird das Ehrengutstr. 19
80469 München
Wissen in seinen Workshops gemeinsam erarbeitet und durch
anregende Übungen gefestigt.“
01 51.50 67 67 92
schreibt DESIGNERDOCK München, andreas@wiehrdt.de
die Personalberatung für die Kreativindustrie
www.designerdock.de www.wiehrdt.de
www.kontakterschule.de
Kontakter-Schule | © 2012 | Andreas Wiehrdt, München | www.kontakterschule.de