Agency Report Questionnaire

Transcription

1 Copyright 2016 Crain Communications Inc. Agency Report Questionnaire INITIAL DEADLINE: FEBRUARY 12, Please do not alter form. Some cells cannot be changed and autocalculate. To download a printable PDF or Excel file of questionnaire, go to: AdAge.com/arq. Forms can be ed to [email protected], faxed to or mailed to Ad Age Datacenter at: 150 N. Michigan Ave., Suite 1737, Chicago, IL Contacts: Catherine Wolf, , [email protected]; Shawna Lent, , [email protected] Agencies that complete and return this form may be listed in the online and print editions of the 72nd annual Agency Report, May 2, 2016, and in other agency rankings online and in print. Agency rankings are based on revenue. The report -- including expanded content -- will be available online to Ad Age Datacenter subscribers. To subscribe to Datacenter, visit AdAge.com/getdatacenter. See additional notes on Pages 2 and 5. THIS FORM IS FOR ALL AGENCY TYPES INCLUDING AD AGENCIES, B-TO-B, CRM/DIRECT, DATA/ANALYTICS, DIGITAL (INCLUDING SEARCH, SOCIAL MEDIA AND MOBILE), PROMOTION/EXPERIENTIAL, MEDIA, MULTICULTURAL, PR AND OTHER SPECIALTIES. Ad Age reserves the right to reject questionnaires. PART 1: AGENCY ADDRESS AND CONTACT Agency name Agency Agency network (if any) Parent company* (if any) Percent owned: *Or major equity investor Headquarters address City State/Country Address Zip or postal code Phone Web address LinkedIn page Agency Facebook address Twitter Contact name* Person to contact if Contact phone* Ad Age has Contact * questions* Person filling out form Top executives *This person will be ed next year's questionnaire. Top executive Top media executive Top creative executive Top new-business executive Top digital executive Top data/analytics executive Top b-to-b executive PART 2: TOP EXECUTIVES AND WORKFORCE Name Contact mobile Workforce and offices Figures should reflect status of agency at the end of each calendar year. Worldwide What percent of your year-end 2015 workforce would you classify as minority*? Number of full-time employees (including full-time equivalents) % Number of offices *Minority means EEOC-designated racial/ethnic categories: Hispanic or Latino; Black or African-American; Native Hawaiian or Other Pacific Islander; Asian; American Indian or Alaska Native; two or more races. Firms you bought or are buying Firms you sold or are selling PART 3: ACQUISITIONS AND DIVESTITURES In spaces below, please list agencies and other firms bought or sold from beginning of 2014 to present. Give date transaction was completed. Ad Age will run totals for agency on a pro forma basis. For completed acquisitions, include 100% of revenue for acquired firms for all of 2015 and 2014 in Parts 4, 5 and 6; and include acquired firms' staffing in Workforce count, above. Likewise, for divestitures, exclude all revenue for the divested firms for all of both years; and exclude firms' staffing from Workforce count. You should include/exclude 2015 and 2014 revenue for 2016 acquisitions/divestitures completed as of the time you submit the questionnaire. (For pending transactions, do not include/exclude revenue, but do estimate the date you expect to complete the deal.) Page 1

2 Enter whole dollars Worldwide totals 1. TOTAL REVENUE REVENUE BY DISCIPLINE AND SPECIALTY. Revenue by discipline will likely add up to more than 100% of Total Revenue. A digital healthcare agency could show 100% of revenue from digital and 100% from healthcare. (See Page 4 for Multicultural breakouts.) 2. Ad agency (formerly shown as Traditional) Ad agency is this % of total 2016 Agency Report Questionnaire PART 4: REVENUE and REVENUE BY DISCIPLINE (Enter figures in whole dollars) Revenue is the sum of three things: 1) Commissions on media billings. Don't include pass-through billings. If you don't buy media for your clients (because other agencies handle media or clients do their own media buying), don't claim a commission. 2) Markups (usually 17.65%) on materials and services charged to clients. 3) Actual fees. Ad Age Datacenter defines revenue as net sales less cost of sales. For many agencies, this revenue equals gross profit. Essentially, revenue is the amount left over after expenses. See Page 5 notes regarding equity ownership. Rankings by discipline and the 75% rule: Digital, search, direct, promotion, media, African-American, Hispanic, Asian, healthcare--all specialties are of interest to Ad Age readers. To keep rankings equitable, Ad Age uses the following rule: If an agency produces 75% or more of its revenue from a specific discipline, it is ranked at 100% of its revenue in that specialty. If revenue from the discipline is less than 75%, the agency will be ranked only by revenue produced by work in each discipline. Overlap by discipline is allowed. For example, a 100% ad agency might generate 40% of revenue from digital services; it would rank among ad agencies at 100% of revenue and among digital agencies at 40% of revenue. A 100% digital agency might have revenue from search marketing representing 20% of its total; Ad Age would rank the agency among digital agencies at 100% of revenue and among search agencies at 20% of revenue. The percentage of the total of each discipline is automatically calculated below the dollar figures entered. 1. Agency TOTAL REVENUE is the basis for ranking all agencies. Not all categories will be ranked. Ad Age cannot rank agencies if Question 1 (TOTAL REVENUE) is not answered. 2. AD AGENCY (formerly shown on questionnaire as TRADITIONAL) is largely creative work, often including both traditional media (such as TV) and digital media. 3. DIGITAL includes internet advertising and marketing-related web development; it also includes search, social media and mobile marketing.4, 5 and 6. These are breakouts of DIGITAL'S SEARCH, SOCIAL MEDIA and MOBILE portions. 7. CRM/DIRECT MARKETING is the use of strategies to deliver customers directly to product using various techniques including traditional media, internet, database marketing, direct mail and customer relationship management (CRM). 9. PROMOTION includes strategic planning and concept development plus services such as experiential/event marketing, couponing, games, sweepstakes and fulfillment. 10. This is a breakout of PROMOTION'S EXPERIENTIAL/EVENT-MARKETING portion. 17. Other disciplines, such as market research. 3. Digital (include search mktg., social media and mobile mktg.) Digital is this % of total If digital unit uses a different name, show it here: 4. Search marketing Search is this % of total If search unit uses a different name, show it here: 5. Social media Social media = % of total If social media unit uses a different name, show it here: Revenue 6. Mobile marketing Mobile is this % of total If mobile unit uses a different name, show it here: 7. CRM/direct marketing CRM/DM is this % of total If CRM/direct marketing unit uses a different name, show it here: 8. Data/analytics Data is this % of total If data/analytics unit uses a different name, show it here: 9. Promotion (include experiential and event marketing) Promotion is this % of total If promotion unit uses a different name, show it here: 10. Experiential/ event marketing (subset of Promotion) Exp/event = this % of total If experiential/event unit uses a different name, show it here: Page 2

3 REVENUE BY DISCIPLINE AND SPECIALTY. May add up to more than 100% of Total Revenue. (Continued from Page 2.) Enter whole dollars 11. Healthcare Worldwide totals If healthcare unit uses a different name, show it here: Healthcare = this % of total 12. Branding/identity If branding unit uses a different name, show it here: Branding is this % of total 13. Business to business If b-to-b unit uses a different name, show it here: B-to-b is this % of total Revenue 14. Media services (include revenue from buying and planning) Media svcs = this % of total If media unit uses a different name, show it here: 15. Public relations PR is this % of total If public relations unit uses a different name, show it here: 16. Yellow pages YP is this % of total If yellow pages unit uses a different name, show it here: 17. Other Other is this % of total Specify discipline and if unit uses a different name, show it here: Other may include design, market research, etc. Please specify. PART 5: BILLINGS [optional] (ONLY IF AGENCY BUYS MEDIA) Ad Age's Agency Report does not rank or report agencies by billings. This section is included to aid agencies in the computation of revenue and for Ad Age's internal use only. Please disregard this section if your agency does not buy media. Agencies that do not buy media or that do not track billings should leave PART 5 blank. Enter whole dollars Commissionable media billings (only media bought by your agency) 19. Materials and services (billings and markup for outside work) 20a. Agency fees* $0 $0 20b. $0 $0 Actual fees, 2015 Actual fees, 2014 Capitalized fees Capitalized fees *List fees, time-of-staff payments and charges for special services under Actual Fees on line 20a. Fees are multiplied by 6.67 to achieve capitalized fees. If your income was only commissions, leave 20a blank. Billings 21. Total capitalized billings (sum of lines 18, 19 and 20b) $0 $0 22. Commissionable media billings (only media bought by your agency) 23. Materials and services (billings and markup for outside work) 24a. Agency fees* $0 $0 24b. $0 $0 Actual fees, 2015 Actual fees, 2014 Capitalized fees Capitalized fees *List fees, time-of-staff payments and charges for special services under Actual Fees on line 24a. Fees are multiplied by 6.67 to achieve capitalized fees. If your income was only commissions, leave 24a blank. Worldwide totals 25. Total capitalized billings (sum of lines 22, 23 and 24b) $0 $0 26. Worldwide total capitalized billings (sum of lines 21 and 25) $0 $0 Page 3

4 PART 6: REVENUE FROM MULTICULTURAL MARKETING (Enter figures in whole dollars) Complete this section to be considered for multicultural specialty rankings and special reports. Categories should not overlap, except for South Asian (a breakout of Asian-Amer.). Multicultural revenue should not exceed 100% of total agency revenue. Revenue can overlap with disciplines, such as digital, direct marketing and other specialties listed in PART 4. The percent of total for each category is automatically calculated below the dollar figure entered. If specific revenue figures for each category are not available, please fill in the top line for total revenue generated from multicultural activities and provide percents for each relevant category in Additional Information section on PART 8 of this form. REVENUE FROM MULTICULTURAL MARKETING Total revenue (Line 1 repeated from the top of Page 2) Worldwide Totals Multicultural revenue figures you have listed on this page add up to this 27. Hispanic-American Hispanic is this % of total If Hispanic unit uses a different name, show it here: 28. African-American / Urban African-Amer. = this % If African-American unit uses a different name, show it here: 29a. Asian-American (include South Asian) Asian is this % of total If Asian-American unit uses a different name, show it here: 29b. South Asian (include India and Pakistan) So. Asian is this % of total If South Asian unit uses a different name, show it here: 30. Eastern European E. European is this % If E. European unit uses a different name, show it here: 31. Middle Eastern Middle Eastern is this % If Middle Eastern unit uses a different name, show it here: 32. LGBT LGBT is this % of total If LGBT unit uses a different name, show it here: 33. Other (specify below) Other is this % of total If other unit uses a different name, show it here: MINORITY-OWNED CERTIFICATION 34. Does your agency have minority-owned or LGBT-owned certification? (type YES or NO here) 35. If YES, what city or state issued the certification? Page 4

5 PART 7: MAJOR ACCOUNT WINS/LOSSES IN 2016 and 2015 Please list major accounts won or lost in 2016 and 2015, including key role(s) and approximate date account was gained or lost. If you don't handle the media buying or planning, please include the media-specialist company that does. Parent company / account/ brands Win/loss Role(s) Media buying Media plng Date gained/lost Example: ABC Electric, SoftGlo lightbulbs Win creative, digital, direct Acme media Acme media Jun-15 Major account changes PART 8: TELL AD AGE READERS ABOUT YOUR AGENCY Give Ad Age readers your two-minute elevator speech. Describe your agency's expertise, unique position in the market and major news or events (management, organizational, accounts) for 2015 and Break text into paragraphs using Alt-Enter as you want it to appear. (10-point font should accommodate 200 words.) Ad Age reserves the right to edit this section. Enter text here. About us Additional/important information about agency, including revenue guidance, breakdown by discipline or key organizational changes. Want to tell Enter text here. Ad Age something else? EQUITY: Use generally accepted accounting principles in treating revenue from partially owned units by consolidating all revenue if you own a majority stake (50.1% or more) of an operation and showing no revenue if the unit is 50.0% owned or less. Calculate the number of employees and offices in the same fashion. LEVELS OF REPORTING: The agency report contains multiple rankings that show agencies overall and by specialty/discipline. The advertising agency ranking will be for the traditional side of the business. Other rankings will include direct marketing, promotion and digital components including search marketing. Agency companies (Dentsu, Interpublic, Omnicom, Publicis, WPP) also will be ranked. If your agency or agency company has subsidiaries, please fill out a form for each distinct agency for which questionnaire applies. WORLDWIDE REVENUE VS. REVENUE FROM THE Most rankings in the report are based on revenue from the However, the ranking of the World's 50 Largest Agency Companies is based on worldwide revenue. Agencies owned in part or entirely by the 50 largest companies may appear in Ad Age Datacenter's agency-company database and may be shown with both and worldwide revenue figures. The most recent edition of the database is available to Datacenter subscribers here: AdAge.com/agencyfamilytrees2015 Notes, how to reach us and other info AGENCIES OUTSIDE THE OR AGENCIES WITH NON- REVENUE should use this form and the exchange rates listed on the second tab of the Excel worksheet. The form and rates also can be downloaded at in PDF format (arq2016xra.pdf). DOWNLOADABLE FORMS: AdAge.com/arq Return this report via to [email protected], fax it to or mail it to: Ad Age Datacenter, 150 N. Michigan Ave., Suite 1737, Chicago, IL Initial deadline for completed questionnaires: Friday, Feb. 12, ADVERTISING AGE DATACENTER CONTACT INFORMATION: Catherine Wolf, senior research editor: , [email protected] Shawna Lent, research editor: [email protected] Bradley Johnson, director of data analytics: [email protected] Kevin Brown, director of data management: [email protected] ABOUT AD AGE DATACENTER: Advertising Age offers premium content to Datacenter subscribers including additional rankings and detailed information on marketers, agencies, jobs and more at AdAge.com/datacenter. To subscribe, go to: AdAge.com/getdatacenter Please save file in the following format: agencyname arq2016.xlsx Page 5