The Big 6 in Marketing: Who They Are and How They Came to Dominate the Industry

As an expert in the field of marketing, I have seen firsthand the power and influence of the biggest names in payment media. These companies are at the forefront of leading paid social media campaigns for some of the most well-known brands in the world, including Apple, Disney, the NFL, Spotify, and United Airlines. But who exactly are these big players and how did they come to dominate the industry? Let's take a closer look. One of the most prominent names in marketing is WPP. However, it may surprise you to learn that WPP didn't start as an advertising agency.

In fact, it began as a controlling interest in a small British manufacturer of wire baskets and teapots called Wire and Plastic Products. It wasn't until Martin Sorrell acquired the company that it began to form an international advertising and marketing services group. This was achieved through the merger of two advertising agencies, BBDO and DDB, after realizing the growth of their biggest competitor, APP. Today, WPP is a global leader in marketing communications with a portfolio of over 5000 clients and a presence in more than 70 countries. In 2019 alone, WPP reported a turnover of 13.468 billion euros.

This impressive growth can be attributed to their strategic acquisitions and partnerships with other major players in the industry. Another major player in the marketing world is Omnicom. Like WPP, Omnicom also began as a merger between two advertising agencies - TBWA and DDB. Today, Omnicom is an interconnected global network of leading marketing communications companies with a portfolio of over 5000 clients and a presence in more than 70 countries. In 2019, Omnicom reported a revenue of 13.468 billion euros. But Omnicom's origins are quite different from WPP's.

It was originally a division of the company Arthur Andersen, which was dedicated to business and technology consulting. However, in August 2000, ties were broken and the company was renamed Accenture. This move allowed Omnicom to focus solely on its marketing and advertising services, leading to its success and dominance in the industry.