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The Advertising Industry |
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The advertising industry is dominated by three huge advertising networks, which offer their services throughout the world. Gross income of the three leading agencies is twice as much, as the one of places four to ten.
Table: World's Top 10 Advertising Organizations 1999
(figures in millions of U.S. dollars)
Rank 1999
| Advertising Organization
| Headquarters
| World-Wide Gross Income 1999
| 1
| Omnicom
| New York, USA
| $ 5,743.4
| 2
| Interpublic Group of Cos.
| New York, USA
| $ 5,079.3
| 3
| WPP Group
| London, UK
| $ 4,819.3
| 4
| Havas Advertising
| Levallois-Perret, France
| $ 2,385.1
| 5
| Dentsu
| Tokyo, Japan
| $ 2,106.8
| 6
| B Com3 Group
| Chicago, USA
| $ 1,933.8
| 7
| Young & Rubicam Inc.
| New York, USA
| $ 1,870.1
| 8
| Grey Advertising
| New York, USA
| $ 1,577.9
| 9
| True North
| Chicago, USA
| $ 1,489.2
| 10
| Publicis SA
| Paris, France
| $ 1,434.6
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Table: Top 10 Global Marketers 1998
(figures in millions of U.S. dollars)
Rank 1998
| Advertiser
| Headquarters
| World-Wide Media Spending 1998
| 1
| Procter & Gamble Co.
| Cincinnati (US)
| $ 4,747.6
| 2
| Unilever
| Rotterdam (NL)/London (UK)
| $ 3,428.5
| 3
| General Motors Corp.
| Detroit (US)
| $ 3,193.5
| 4
| Ford Motor Co.
| Darborn (US)
| $ 2,229.5
| 5
| Philip Morris Cos.
| New York
| $ 1,980.3
| 6
| Daimler Chrysler
| Stuttgart (GER)/Auburn Hills (US
| $ 1,922.2
| 7
| Nestle
| Vevey (SUI)
| $ 1,833.0
| 8
| Toyota Motor Corp.
| Toyota City (JP)
| $ 1,692.4
| 9
| Sony Corp.
| Tokyo (JP)
| $ 1,337.7
| 10
| Coca-Cola Co.
| Atlanta (US)
| $ 1,327.3
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On the other hand the three biggest advertisers only spend about US$ 2 millions less than places four to ten together. Whereas money spent on advertising in traditional media comes from very diverse categories, companies offering computer hard- and software, peripherals or Internet services mainly pay for on-line advertisements.
Table: Top 10 Internet Advertisers 1998
(figures in millions of U.S. dollars)
Rank 1998
| Advertiser
| Internet Spending 1998
| 1998 - 1997 % Change
| 1
| Microsoft Corp.
| $ 34.9
| 9.4
| 2
| IBM Corp.
| $ 28.5
| 58.6
| 3
| Compaq Computer Corp.
| $ 16.2
| 169.8
| 4
| General Motors Corp.
| $ 12.7
| 84.8
| 5
| Excite
| $ 12.4
| 1.5
| 6
| Infoseek Corp.
| $ 9.3
| 22.3
| 7
| AT&T Corp.
| $ 9.3
| 43.5
| 8
| Ford Motor Co.
| $ 8.6
| 46.7
| 9
| Hewlett-Packard Co.
| $ 8.1
| 102.9
| 10
| Barnes & Noble
| $ 7.6
| 280.2
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Source: Advertising Age
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WIPO
The World Intellectual Property Organization is one of the specialized agencies of the United Nations (UN), which was designed to promote the worldwide protection of both industrial property (inventions, trademarks, and designs) and copyrighted materials (literary, musical, photographic, and other artistic works). It was established by a convention signed in Stockholm in 1967 and came into force in 1970. The aims of WIPO are threefold. Through international cooperation, WIPO promotes the protection of intellectual property. Secondly, the organization supervises administrative cooperation between the Paris, Berne, and other intellectual unions regarding agreements on trademarks, patents, and the protection of artistic and literary work and thirdly through its registration activities the WIPO provides direct services to applicants for, or owners of, industrial property rights.
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