For many years, the “Big Six” of advertising (WPP, Omnicom, Publicis, Dentsu, Interpublic and Havas) have been the go-to choice for customers looking for creativity, innovation, new technologies, lower prices and more. These six companies have been the only serious competition for large accounts. However, this situation is changing as the Big Six struggle to keep up with the ever-evolving marketing landscape. Four of the Big Six – Dentsu from Japan, Publicis and Havas from France, as well as WPP – experienced a decline in revenue last year.
The only two that managed to buck this trend were US giants Omnicom and Interpublic. The Havas Creative Group (which includes Havas Creative, Arnold Worldwide and other agencies) is also part of this group.The Big Six are now facing increased competition from smaller agencies that are able to offer more specialized services and better prices. This has led to a shift in the way that customers view these large agencies. They are no longer seen as the only option for large accounts but rather as one of many options available.The Big Six are now having to adapt to this new reality by offering more specialized services and better prices in order to remain competitive.
They are also investing in new technologies and expanding their reach in order to stay ahead of the competition.