Agency Report Questionnaire

(1)

Agency name

Agency network (if any)

Parent company* (if any)

Percent owned:

*Or major equity investor

Headquarters address

City

State/Country

Zip or postal code

Phone

Web address

LinkedIn page

Agency Facebook address

Twitter username

Contact name*

Title

Contact phone*

Contact mobile

Contact email*

Person filling out form

Title

*This person will be emailed next year's questionnaire.

2015

2014

2015

2014

0

0 0%

Firms you

bought or

are buying

Firms you

sold or are

Workforce

and

offices

Top data/analytics executive

Number of full-time employees

(including full-time equivalents)

PART 2: TOP EXECUTIVES AND WORKFORCE

Person to

contact if

Ad Age has

questions*

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 emailed to [email protected], faxed to 312-649-5360 or mailed to Ad Age Datacenter at: 150 N. Michigan Ave.,

Suite 1737, Chicago, IL 60601. Contacts: Catherine Wolf, 312-280-3104, [email protected]; Shawna Lent, 312-649-5327, [email protected]

2016

PART 1: AGENCY ADDRESS AND CONTACT

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.

INITIAL DEADLINE: FEBRUARY 12, 2016

Agency

Top b-to-b executive

Figures should reflect status of agency at the end of each calendar year.

Title

Address

Top

executives

Top executive

Name

https://www.facebook.com/ @

Top media executive

https://www.linkedin.com/

Top creative executive

Worldwide

U.S.

Non-U.S.

Top digital executive

Number of offices

Top new-business executive

What percent of your year-end 2015 U.S. workforce

would you classify as minority*?

*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.

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.)

(2)

Enter whole dollars

2015

2014

2015

2014

2015

2014

1. TOTAL REVENUE

$0

2. Ad agency

(formerly shown as Traditional)

$0

Ad agency is this % of total

$0

Digital is this % of total

$0

Search is this % of total

$0

Social media = % of total

$0

Mobile is this % of total

$0

CRM/DM is this % of total

$0

Data is this % of total

$0

Promotion is this % of total

$0

Exp/event = this % of total

Worldwide totals

3. Digital

(include search mktg., social media and mobile mktg.)

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.)

7. CRM/direct marketing

If search unit uses a different name, show it here:

If social media unit uses a different name, show it here:

If mobile unit uses a different name, show it here:

If CRM/direct marketing unit uses a different name, show it here:

PART 4: REVENUE and REVENUE BY DISCIPLINE

(Enter figures in whole dollars)

Non-U.S.

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.

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.

10. Experiential/

event marketing

(subset of Promotion)

Page 2

8. Data/analytics

If data/analytics unit uses a different name, show it here:

U.S.

If digital unit uses a different name, show it here:

Revenue

9. Promotion

(include experiential and event marketing)

If promotion unit uses a different name, show it here:

If experiential/event unit uses a different name, show it here:

4. Search marketing

(subset of Digital)

5. Social media

(subset of Digital)

6. Mobile marketing

(subset of Digital)

(3)

Enter whole dollars

2015

2014

2015

2014

2015

2014

11. Healthcare

$0

Healthcare = this % of total

12. Branding/identity

$0

Branding is this % of total

13. Business to business

$0

B-to-b is this % of total

$0

Media svcs = this % of total

15. Public relations

$0

PR is this % of total

16. Yellow pages

$0

YP is this % of total

17. Other

$0

Other is this % of total

Enter whole dollars

2015

2014

18. Commissionable media billings (only media bought by your agency)

19. Materials and services (billings and markup for outside work)

20a. Agency fees*

$0

20b.

$0

Actual fees, 2015 Actual fees, 2014 Capitalized fees Capitalized fees

21. Total capitalized billings (sum of lines 18, 19 and 20b)

$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

24b.

$0

Actual fees, 2015 Actual fees, 2014 Capitalized fees Capitalized fees

25. Total capitalized billings (sum of lines 22, 23 and 24b)

$0

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.

Revenue

14. Media services

(include revenue from buying and planning)

U.S.

Other may include design, market research, etc. Please specify.

Non-U.S.

*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.

If healthcare unit uses a different name, show it here:

If branding unit uses a different name, show it here:

REVENUE BY DISCIPLINE AND SPECIALTY. May add up to more than 100% of Total Revenue. (Continued from Page 2.)

Billings

*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.

If b-to-b unit uses a different name, show it here:

If public relations unit uses a different name, show it here:

Specify discipline and if unit uses a different name, show it here:

If yellow pages unit uses a different name, show it here:

U.S.

Non-U.S.

Worldwide totals

(4)

2015

2014

2015

2014

2015

2014

$0

Hispanic is this % of total

$0

African-Amer. = this %

$0

Asian is this % of total

$0

So. Asian is this % of total

$0

E. European is this %

$0

Middle Eastern is this %

$0

LGBT is this % of total

33. Other (specify below)

$0

Other is this % of total

30. Eastern European

If Middle Eastern unit uses a different name, show it here:

If LGBT unit uses a different name, show it here:

If E. European unit uses a different name, show it here:

29b. South Asian

(include India and Pakistan)

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.

34. Does your agency have minority-owned or LGBT-owned certification?

(type YES or NO here)

31. Middle Eastern

Multicultural revenue figures

you have listed on this page

add up to this

If other unit uses a different name, show it here:

If Hispanic unit uses a different name, show it here:

Page 4

U.S.

Non-U.S.

REVENUE FROM MULTICULTURAL MARKETING

Worldwide Totals

Total revenue (Line 1

repeated from the top of

Page 2)

MINORITY-OWNED CERTIFICATION

32. LGBT

35. If YES, what city or state issued the certification?

If Asian-American unit uses a different name, show it here:

If South Asian unit uses a different name, show it here:

29a. Asian-American

(include South Asian)

27. Hispanic-American

28. African-American /

Urban

(5)

Win/loss

Role(s)

Media buying

Media plng

Date gained/lost

Example: ABC Electric, SoftGlo lightbulbs

Win

creative, digital, direct

Acme media

Jun-15

DOWNLOADABLE FORMS:

AdAge.com/arq

Notes, how

to reach us

and other

info

Enter text here.

AGENCIES OUTSIDE THE U.S. OR U.S. AGENCIES WITH NON-U.S. 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 http://AdAge.com/arq in PDF format (arq2016xra.pdf).

Return this report via email to [email protected], fax it to 312-649-5360 or mail it to: Ad Age Datacenter, 150 N. Michigan Ave., Suite 1737, Chicago, IL 60601. Initial deadline for completed questionnaires: Friday, Feb. 12, 2016.

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 U.S. Most rankings in the report are based on revenue from the U.S. 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 U.S. and worldwide revenue figures. The most recent edition of the database is available to Datacenter subscribers here: AdAge.com/agencyfamilytrees2015

ADVERTISING AGE DATACENTER CONTACT INFORMATION: Catherine Wolf, senior research editor: 312-280-3104, [email protected] Shawna Lent, research editor: 312-649-5327 [email protected]

Bradley Johnson, director of data analytics: 310-860-6420 [email protected] Kevin Brown, director of data management: 312-649-5272 [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

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 2016. 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.

PART 8: TELL AD AGE READERS ABOUT YOUR AGENCY

About us

Want to tell

Ad Age

something

else?

Additional/important information about agency, including revenue guidance, breakdown by discipline or key organizational changes

.

Enter text here.

Major

account

changes

Parent company / account/ brands

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.

PART 7: MAJOR ACCOUNT WINS/LOSSES IN 2016 and 2015

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.