New Age Media Concepts releases its latest article that focuses on the advertising and advertising industry.

Advertisers spend billions of dollars a year on advertising their products and services to consumers. They depend on the creative abilities of the selling agencies that they hire to send their communication to the masses. These are the identical everybody that create the catchy jingles and memorable lines like Wheres the Beef.

In an industry that generates billions of dollars of revenue each year there are only a select few agencies that top the list every year. Of these agencies there are six that contruct up the majority and build the lions share of this billion-dollar industry.

Now how is this possible?

Lets take a look at the major branding agencies and who they own. The major companies involved in a majority of the branding business globally are Omnicom, WPP Group, Interpublic of Cos, Publicis Groupe, Dentsu & Havas. These identical companies own a majority of the top advertising agencies such as The Arnell Group, BBDO Worldwide, DDB Worldwide, Goodby Silverstein, TDWA Worldwide, Mindshare, Ogilivy & Mather, MediaEdge:CIA, J Walter Thompson, Campbell Ewald, FCB, McCann Erickson, Leo Burnett, Fallon Worlwide, Arnold, Saatchi & Saatchi, Zenithoptimedia, and Starcom to title a few.

The branding world has close to 1500 branding agencies of which a vast majority are independently owned but represent a minority of the revenue generated in the industry. So how does a small to mid size agency compete?, simple they adapt to their environment. That is the beauty of not being the mighty oak and being a sapling, you might move with the wind and not snap in half. They are becoming more innovative in their approach to advertising and this has proven to be fruitful. The major advertisers are initial to see this for themselves and they are starting to look to the lesser-known agencies for creative development and marketing plans.

An example of this is the recent action by Masterfoods when they shelved the advertising efforts of their agency of record to allow a lesser know Japanese firm to work on their Twix campaign. Recently Charles Schwab (NYSE: SCH) and several other major advertisers have been reevaluating their campaigns and some are looking at the smaller and lesser-known agencies for that glimmer of light.

So as most consumers have learned through out the years that sometimes bigger and well known isnt always better, it looks like advertisers are beginning to see this as well.

Source: New Age Media Concepts - 888-463-9237
www.namct.com