AKQA buy takes WPP to the top in digital: RECMA

11 Jul,2012

By A Correspondent


Following the AKQA (a creative agency specializing in interactive marketing) acquisition by WPP, RECMA is pleased to announce the update of its latest USA report: the Top 112 digital agencies (published in July 2012).


This report provides advertisers, agencies and major players of the digital industry detailed Profile Cards and various rankings of the Top 112 largest US digital agencies (based on staff figures 2012). These detailed Profile Cards and hierarchies are increasingly required by international advertisers seeking to consolidate their digital account regionally or globally. RECMA is read and used by 85 global advertisers, which appreciate our objective, homogenous and accurate information


By investing $540 million, WPP bought one of the last independent digital jewel and has taken the lead in the industry. The RECMA report reveals the AKQA profile and the reasons why WPP offered such a package to Ajaz Ahmed and Tom Bedecarre.


Now the question is which are now the last independent digital leaders in the USA left on the shelves to be acquired and which group holds an overly limited share of the industry and needs to reach the necessary competitive size?


The table below shows the new WPP leadership in the USdue to the addition of the 600 US AKQA staffers. Previously WPP share was of 20.2, slightly behind Publicis 20.5.


USA- Digital market shares July 2012
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 DentsuAmerica (1 agency) 2.2%
7 436 Independents USA  (23 agencies) 19.4%
38 292 Top 112USAdigital agencies 100%



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