Advertising and Marketing

To understand how the advertising industry is structured, imagine a pyramid. At the top is a small group of large holding companies that own and control a variety of advertising brands around the world. Holding companies aren’t engaged in the daily tasks of advertising and marketing work. They instead work closely with the advertising brands’ board of directors to develop strategy and build effective intra-group relationships. Omnicom Group, WPP, Interpublic, and Publicis Groupe are the four major international holding companies. An example of the size and scope of these holding companies: WPP owns at least 325 companies, including national advertising agencies such as Grey, Ogilvy & Mather, J. Walter Thompson, and Young & Rubicam, in addition to numerous media groups.

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