These pioneering firms have evolved over time, adapting to changing market dynamics and technological advancements.
Here, we explore ten of the oldest advertising agencies in the world, detailing their founding years, founders, headquarters, employee strength, and comparing their initial turnovers to their 2023 financial performance.
1. N. W. Ayer & Son
- Year of Creation:
1869 - Founder(s):
Francis Wayland Ayer - Headquarters:
Philadelphia, Pennsylvania, USA - Number of Employees:
At its peak, the agency employed several hundred individuals.
Founded by Francis Wayland Ayer, N. W. Ayer & Son was among the earliest American advertising agencies.
The agency is renowned for iconic campaigns, including De Beers' "A diamond is forever."
Despite its early success, N. W. Ayer & Son closed its doors in 2002.
2. Sells Ltd
- Year of Creation:
1869 - Founder(s):
Henry Sell - Headquarters:
London, England - Number of Employees:
By 1900, Sells Ltd had expanded significantly, though exact employee numbers are not documented. - Turnover:
Sells Ltd merged with another agency in the 1960s and no longer operates independently.
Established in London, Sells Ltd became the world's largest agency by 1900, with offices in London, Paris, Edinburgh, and Montreal.
The agency made history in the 1950s by appointing Olive Hirst as the first female managing director in the advertising industry.
3. Hakuhodo
- Year of Creation:
1895 - Founder(s):
Hironao Seki - Headquarters:
Tokyo, Japan - Number of Employees:
Approximately 3,107 (as of 2011) - Turnover:
Not publicly available.
Hakuhodo is one of Japan's oldest advertising agencies, founded by Hironao Seki.
The agency has a significant international presence and has been involved in various high-profile campaigns.
4. FCB (Foote, Cone & Belding)
- Year of Creation:
1873 - Founder(s):
Daniel Lord and Ambrose Thomas (originally as Lord & Thomas) - Headquarters:
Chicago, Illinois, USA - Number of Employees:
Over 8,000 worldwide - Turnover:
As a private entity, specific financial details are not publicly disclosed.
Originally founded as Lord & Thomas, the agency was later renamed Foote, Cone & Belding.
It has been instrumental in shaping modern advertising, with a presence in numerous countries.
5. Benton & Bowles
- Year of Creation:
1929 - Founder(s):
William Benton and Chester Bowles - Headquarters:
New York City, New York, USA - Number of Employees:
At its peak, the agency employed several hundred individuals. - Turnover:
Benton & Bowles merged with D'Arcy-MacManus Masius in 1985 to form D'Arcy Masius Benton & Bowles, which was later reorganized in 2002.
Benton & Bowles was a prominent New York-based advertising agency known for creating the radio soap opera and producing popular television commercials.
6. BBDO
- Year of Creation:
1928 - Founder(s):
Merger of Batten Company (founded by George Batten) and Barton, Durstine & Osborn (founded by Bruce Barton, Roy Durstine, and Alex Osborn) - Headquarters:
New York City, New York, USA - Number of Employees:
Approximately 15,000 worldwide - Turnover:
As part of Omnicom Group, BBDO's financials are included in the parent company's reports.
BBDO is a global advertising agency network with a rich history, resulting from the merger of two agencies in 1928.
It has a significant international presence and has been involved in numerous high-profile campaigns.
7. J. Walter Thompson (JWT)
- Year of Creation:
1864 - Founder(s):
William James Carlton; later purchased by James Walter Thompson - Headquarters:
New York City, New York, USA
8. Leo Burnett Company
- Year of Creation:
1935 - Founder(s):
Leo Burnett - Headquarters:
Chicago, Illinois, USA - Number of Employees:
Approximately 9,000 worldwide - Turnover:
Leo Burnett began with a modest turnover and has grown significantly as part of the Publicis Groupe, with estimated revenues exceeding $700 million in 2023.
Leo Burnett is one of the most iconic names in advertising, credited with creating beloved brand mascots like Tony the Tiger, the Pillsbury Doughboy, and the Marlboro Man.
The agency's ābig ideasā approach has cemented its legacy as a leader in the advertising industry.
9. McCann Erickson (Now McCann Worldgroup)
- Year of Creation:
1902 - Founder(s):
Alfred Erickson and Harrison McCann - Headquarters:
New York City, New York, USA - Number of Employees:
Over 20,000 globally - Turnover:
Estimated revenue in 2023 is around $1.3 billion, a remarkable leap from its early days as a local agency.
McCann Erickson is a giant in the advertising world and has produced some of the most famous slogans in history, including āIām Lovin' Itā for McDonald's and āBecause You're Worth Itā for L'OrĆ©al.
Its vast network spans over 100 countries.
10. Dentsu
- Year of Creation:
1901 - Founder(s):
Hoshiro Mitsunaga - Headquarters:
Tokyo, Japan - Number of Employees:
Over 64,000 globally - Turnover:
Dentsu's 2023 revenue was estimated at $9.4 billion, a monumental increase from its beginnings as a small domestic agency.
Dentsu is the largest advertising agency in Japan and one of the biggest in the world.
Known for its innovative strategies and technological prowess, Dentsu has shaped global advertising trends and remains at the forefront of the industry.
The Evolution of Old Advertising Agencies
The ten oldest advertising agencies on this list represent the rich legacy and evolution of the advertising world.
These "old advertising agency" pioneers began as small operations serving local markets but have grown into global behemoths, shaping consumer behavior and culture on a massive scale.
Their longevity is a testament to their ability to adapt to the changing demands of the industry, from print and radio to television and digital media.
By examining their histories, we gain insight into how creativity, innovation, and a focus on relationships have allowed these companies to endure and thrive in an ever-evolving marketplace.
These firms continue to inspire the advertising and marketing landscape, proving that even in the fast-paced digital age, the old can still lead the way.