McCann takes top slot in IPA's income league

McCann-Erickson has emerged as Britain's top ranking group by

income - despite a billings figure which puts it ninth in the most

recent Campaign table.

At the same time, Abbott Mead Vickers BBDO, which has long claimed the

highest billings of any UK shop, drops to fifth in the first income

league table to be published by the IPA.

The league table is the culmination of a long-running attempt by the

trade body to persuade agencies to release income figures and allow

their performances to be assessed more accurately as the commission

system declines and billings become irrelevant.

McCann dominates the income table with a figure of pounds 74 million for

last year, putting it substantially ahead of its nearest rival, Saatchi

& Saatchi, with pounds 56.9 million. However, the McCann income figure

incorporates its regional subsidiaries.

AMV had billings of pounds 410 million, according to figures supplied to

Campaign by MMS, but reported an income of pounds 37.4 million - just

over half the McCann total.

Income rather than billings favour the ranking of TBWA/ London, which

jumps from 12th to fourth place. Similarly, Leo Burnett rises from 18th

to tenth place.

Two major direct agency groups - WWAV Rapp Collins and OgilvyOne

Worldwide - both gain top 30 ranking on the incomes table although

neither achieve similar status in the billings league.

The income table, to be published annually, is based on figures derived

from actual revenues, including media commissions and fees received from

IPA member agencies with annual incomes of more than pounds 500,000

during 2000 and on which their IPA subscriptions are based.

The IPA claims billings are not a true representation of the actual

income agencies receive. Nor do they include fee income from non-media

related consultancy services.

Agencies have traditionally been reluctant to divulge what they earn,

arguing that billings more accurately reflect the scale of their

influence on the advertising scene.

But Rupert Howell, the IPA president, claimed publication of the table

'puts the leading agencies in our industry in context for the first


Meanwhile Ted Goater, the IPA's treasurer, dismissed claims that the

income table might be distorted by agencies massaging their figures to

avoid increased IPA subscriptions. An agency with a pounds 35 million

annual income can pay about pounds 59,000 in annual fees.

But Goater said: 'All agencies have their finances handled by

accountants who are thoroughly professional and want to do things


For a full ranking of IPA member agencies by income, go to

Ranking by income 2000

Agency Income

(pounds m)

McCann-Erickson 74.0

Saatchi & Saatchi 56.9

J.Walter Thompson 44.1

TBWA Group 37.6


BMP DDB 35.5

Ogilvy & Mather 34.8

M&C Saatchi 34.7

Lowe Lintas 31.3

Leo Burnett 30.8

Ranking by billings 2000

Agency Billings

(pounds m)

AMV BBDO 410.0

BMP DDB 288.0

J.Walter Thompson 282.6

Publicis 255.4

M&C Saatchi 237.0

RCKR/Y&R 228.7

Saatchi & Saatchi 223.5

Ogilvy & Mather 219.7

McCann-Erickson 218.0

Lowe Lintas 207.6


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus