机构研究报告-Havas-外文版培训课件

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01OverviewRevenueofadvertisingagenciesindustryworldwidefrom2019to2024(inbillionU.S.dollars)Revenueofglobaladagenciesindustry2019-2024400376.41376.79377.17377.54377.92378.33503002502001501005002019*2020*2021*2022*2023*2024**3Description:Theglobaladvertisingagencyindustry'srevenuewasforecasttoreach378.3billionU.S.dollarsin2024,markinga0.1percentincreasefromthepreviousyear'svalueof377.92billiondollars.

ReadmoreNote(s):Worldwide;2019to2023;*TheStatistaestimateisbasedonvaluesin2024andthecompoundannualgrowthratefrom2019to2024of0,1%,whichwereprovidedbythesource.Anexponentialdevelopmentofthemarketwasassumed.[...]

ReadmoreSource(s):IBISWorld;StatistaNumberofadvertisingagenciesworldwidefrom2014to2024(in1,000s)Numberofadagenciesworldwide2014-2024500433.4145040035030025020015010050426.21414.65411.63383.59380.72380.67366.78346.05343.4336.760201420152016201720182019202020212022202320244Description:AsofJanuary29,2024,thereweremorethan433.4thousandadvertisingagenciesworldwide,markinga2.6percentincreasefromthe426.21thousandagenciesregisteredin2023.Adecadeprior,in2014,therewereapproximately346thousandadagenciesworldwide.ReadmoreNote(s):Worldwide;2019to2024Source(s):IBISWorldEstimatednumberofemployeesoftheadvertisingagenciesindustryworldwidefrom2019to2024(inmillions)Numberofemployeesglobaladagenciesindustry2019-20242.52.032.022.022.01222.01.51.00.50.02019*2020*2021*2022*2023*2024**5Description:In2024,theglobaladvertisingagenciesindustrywasprojectedtohavetwomillionemployeesworldwide.Since2019,thenumberofemployeeshasbeendecreasing0.3percentannuallyinthepresentedperiod.

ReadmoreNote(s):Worldwide;2019to2023;*ValuescalculatedbyStatistabasedondataprovidedbysource.Figureshavebeenrounded.**Forecast.

ReadmoreSource(s):IBISWorld;StatistaLeadingadvertisingagencygroupsworldwidein2023,byrevenue(inbillionU.S.dollars)Revenueoftheworld'slargestadagencygroups2023RevenueinbillionU.S.dollars02468101214161820WPP,LondonAccenture'sAccentureSong,NewYorkPublicisGroupe,Paris18.51816OmnicomGroup14.7Deloitte'sDeloitteDigital,NewYorkInterpublicGroupofCos.,NewYorkDentsuGroupInc.,Tokyo1210.99.3BlueFocusCommunicationGroup,BeijingIBMCorp.'sIBMiX,Armonk(N.Y.)HakuhodoDYHoldings,TokyoCheilWorldwide,Seoul7.47.173.23.1Vivendi'sHavas,ParisTCSInteractive,Mumbai2.82.5Stagwell,NewYorkInnoceanWorldwide,Seoul1.76Description:Basedonrevenuegeneratedin2023,thelargestadvertisingagencygroupworldwidewasWPPwith18.5billionU.S.dollarsinrevenue.TheJapaneseagencyDentsurankedsevenththatyear,generating9.3billiondollarsinrevenue.

ReadmoreNote(s):Worldwide;2023Source(s):Varioussources(AgencyManiaSolutions);WorldFederationofAdvertisersRevenuesofmediagroupsworldwidefrom2020to2023(inbillionU.S.dollars)Revenuesofmediagroupsworldwide2020-20232020202120222023201816141210818.917.8717.3316.414.6914.2914.2913.1714.513.7711.8711.9310.8910.2410.249.439.069.19.148.22643.03

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1.2920.870.430WPP*OmnicomGroupPublicisGroupe*InterpublicDentsuGroup*HavasGroup*S4Capital*7Description:Amongthemajormediaholdingspresented,UK-basedWPPwasthelargest,reportingarevenueof18.9billionU.S.dollarsin2023.OmnicomGrouprankedsecondwitharevenueof14.7billionU.S.dollars.InꢀLatinAmerica,WPPandIPGoccupiedthefirsttwoplacesoftheranking,withonebillionand449millionU.S.dollars,respectively.ReadmoreNote(s):Worldwide;2020to2023;*ThefigureswererecalculatedfromoriginalcurrenciesatDecember31,2020/December31,2021/April21,2022/December31,2023(respectively)exchangeratesbasedonꢀthissource.Datawasretrievedfrom[...]

ReadmoreSource(s):Statista;VarioussourcesNumberofacquisitionscarriedoutbyselectedmarketingcommunicationsagenciesin2023NumberofacquisitiondealsmadebyMARCOMagenciesworldwide2023Numberofacquisitiondeals0246810121416Accenture14HavasOmnicomGroupPublicisGroupeWPP10877TheStagwellGroupDentsu644IBMEY3PMG2AscentialTheBrandtechGroupCheil1118Description:Astudyonthenumberofmergersandacquisitionscarriedoutbyselectedmarketingcommunicationsagenciesworldwidein2023foundthatAccenturewastheleaderinacquisitiondealsthatyear,havingmade14,followedbyHavaswith10andOmnicomGroupwitheight.ReadmoreNote(s):2023Source(s):COMvergenceCHAPTER

02FinancialsHavasGroup'srevenuefrom1stquarter2019to4thquarter2023(inmillioneuros)HavasGroup'squarterlyrevenue2019-20231,0009008688438007037076976866666657006005004003002001000634611589590591567546525524502495484Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q42019

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202310Description:Inthelastquarterof2023,Paris-basedHavasGroupgenerated868millioneurosinrevenue.Therespectivefigurewas843millioneurosinthefinalquarterofthepreviousyear.ThecompanyispartoftheFrenchholdingVivendiSE.

ReadmoreNote(s):Worldwide;Q12019toQ42023Source(s):VivendiHavasGroup'srevenuefrom2013to2023(inbillioneuros)HavasGroup'srevenue2013-20233.53.02.872.772.382.52.01.51.00.50.02.342.322.282.192.141.871.771.2120132014201520162017*20182019202020212022202311Description:In2023,Paris-basedHavasGroupgeneratedover2.87billioneurosinrevenueworldwide,up3.9percentfromalmost2.77billioneurosayearearlier.HavasisanadvertisingandpublicrelationsgrouppartoftheFrenchholdingVivendiSE.

ReadmoreNote(s):Worldwide;2013to2023;*In2017,VivendiacquiredBolloréGroup's59.2-percentstakeinHavas.Untilthatyear,datawasprovidedbyHavasGroup.Afterward,byVivendi.Datapriorto2022wasretrievedfromearlierreleases.Numbers[...]

ReadmoreSource(s):HavasGroup;VivendiHavas'earningsbeforeinterest,taxes,andamortization(EBITA)worldwidein2022and2023(inmillioneuros)HavasEBITAworldwide2022-20233503103002502001501005028602022202312Description:In2023,theearningsbeforeinterest,taxes,andamortization(EBITA)ofHavasstoodat310millioneuros.Thismarkedan8.3percentincreasefromthepreviousyear'sEBITAvalueof286millioneuros.

ReadmoreNote(s):Worldwide;2022and2023Source(s):VivendiHavasGroup'sannualearningspersharein2022and2023(ineuros)HavasGroup'sannualEPS2022-20230.50.40.390.40.40.30.30.20.20.10.10.02022202313Description:In2023,FrenchmediaholdingcompanyHavasGroupreportedanearningspershareratioof0.39eurospershare,markingaslightdecreasefromthepreviousyear'svalueof0.4eurospershare.Earningspershare(EPS)indicatesacompany'sprofitability.ReadmoreNote(s):Worldwide;2022and2023;basicearningspershareSource(s):TradingViewCHAPTER

03OperationsNetrevenuegeneratedbyHavasGroupworldwidein2023,byregion(inmillioneuros)HavasGroup'sglobalnetrevenuein2023,byregion1,4001,2881,2001,0008006004002000983248176EuropeNorthAmericaAsia-Pacific&AfricaLatinAmerica15Description:In2023,HavasGroup'snetrevenueinEuropeamountedtonearly1.3billioneuros.NorthAmericageneratedthesecond-highestnetrevenuefortheFrenchadvertisingandpublicrelationscompany,at983millioneuros.

ReadmoreNote(s):Worldwide;2023;revenueslesspass-throughcostsrebilledtocustomerSource(s):VivendiDistributionofnetrevenuegeneratedbyHavasGroupworldwidein2023,byregionHavasGroup'sglobalnetrevenuedistribution2023,byregion50%40%30%20%10%0%47.79%36.47%9.2%6.53%EuropeNorthAmericaAsia-Pacific&AfricaLatinAmerica16Description:In2023,Europealoneaccountedfornearly48percentofHavasGroup'snetrevenue.NorthAmericahadashareof36.5percent,whiletheAsia-PacificregionandAfricaaccountedforoverninepercent.Thatyear,LatinAmerica'sshareinHavas'globalrevenuestoodatapproximately6.5percent.TheParis-basedadvertisingandpublicrelationsgroupbelongstotheFrenchholdingVivendiSE.ReadmoreNote(s):Worldwide;2023Source(s):Statista;VivendiOrganicgrowthrateofHavasGroupin2023,byregionHavasGroup'sorganicgrowthrateFY2023,byregion45%42.1%40%35%30%25%20%15%10%5%9.9%4.4%Total1.9%1.7%0%LatinAmericaAsiaPacificandAfricaNorthAmericaEurope17Description:In2023,theorganicrevenueofHavasGroupincreasedby42.1percentinLatinAmerica,morethaninanyotherregionwheretheagencynetworkoperates.Thecompany'srevenuefromoperationsinAsiaPacificandAfricagrewby9.9percent,whileNorthAmericaexperiencedanincreaseof1.9percent.ReadmoreNote(s):Worldwide;2023Source(s):VivendiNetrevenuegeneratedbyHavasGroupworldwidein2023,bybusinesslineHavasGroup'sglobalnetrevenue2023,bybusinessline1,2001,0559721,000800600400200654140HavasCreativeHavasMediaHavasHealthOthers/eliminations18Description:In2023,Paris-basedHavasGroupgeneratedalmost2.7billioneurosinnetrevenueworldwide,1.1billionofwhichwhereattributedtoitsHavasCreativeadvertisingagency.HavasMediageneratedanetrevenueof972million,whileHavasHealthgenerated654million.ReadmoreNote(s):Worldwide;2023Source(s):HavasGroupDistributionofnetrevenuegeneratedbyHavasGroupworldwidein2023,bybusinesslineHavasGroup'sglobalnetrevenuedistribution2023,bybusinessline39%40%35%30%25%20%15%10%5%36%24%0%HavasCreativeHavasMediaHavasHealth19Description:In2023,advertisingagencyHavasCreativegeneratedapproximately39percentoftheglobalnetrevenueofHavasGroup,whilemediaagencyHavasMediaaccountedfor36percent.

ReadmoreNote(s):Worldwide;2023Source(s):AdNews;HavasGroupDistributionofnetrevenuegeneratedbygeneratedbyHavasGroupworldwidein2023,byverticalHavasGroup'sglobalnetrevenuedistribution2023,byverticalShare15%0%5%10%20%25%30%HealthcareandwellnessFinance31%9%9%ConsumergoodsTMT8%8%FoodandbeveragesIndustryandservicesTravelandentertainmentAutomotive7%6%5%5%RetailOthers12%20Description:In2023,thehealthcareandwellnessverticalgenerated31percentoftheglobalnetrevenueofHavasGroup,whilethefinanceandconsumergoodsverticalsaccountedforninepercenteach.

ReadmoreNote(s):Worldwide;2023Source(s):HavasGroupDistributionofHavasGroup'semployeesworldwidein2023,byregionDistributionofHavasheadcountworldwide2023,byregion49%50%40%30%20%10%0%17%17%Asia15%1%1%EuropeNorthAmerica*SouthAmericaAfricaOceania21/statistics/1550332/distribution-global-headcount-havas-regionIn2023,Paris-basedHavasGroupemployed23,042employeesworldwide,49percentofwhichwerelocatedinEurope.NorthAmerica-basedHavasemployeesmadeup17percentofthecompany'sworkforce,whileanother17percentwasbasedinAsia.ReadmoreNote(s):Worldwide;2023Source(s):HavasGroupCHAPTER

04CorporateSocialResponsibility(CSR)andDiversity,Equity,andInclusion(DEI)HavasGroup'sgreenhousegasemissionsworldwidein2018and2023,bytype(intonsofCO2equivalent)Havasgreenhousegasemissionsin2018and2023Scope1Scope2Scope370,00060,00050,00040,00030,00020,00010,000045,274.9127,828.297,485.064,539.1120184,322.882,584.3202323Description:In2023,HavasGroup'stotalamountofscope1greenhousegas(GHG)emissionsamountedtosome2,584tonsofCO2ꢀequivalent,markingadecreasefromits2018equivalentof4,540tCO2e.

ReadmoreNote(s):Worldwide;2018and2023Source(s):HavasGroupDistributionofHavasGroupwomenemployeesworldwidein2023,byregionDistributionofglobalHavaswomenemployees2023,byregion70%62%60%59%60%50%40%30%20%10%0%56%55%53%NorthAmerica*EuropeOceaniaSouthAmericaAfricaAsia24Description:In2023,approximately62percentofHavasGroupemployeesbasedinNorthAmerica(i.e.,Canada,theUnitedStates,andMexico)identifiedaswomen.Thiswasfollowedby60percentofemployeesinEuropeidentifyingasfemale.

ReadmoreNote(s):Worldwide;2023;*NorthAmericadefinedbysourceasCanada,UnitedStates,andMexico.

Dateofpublicationindicatedinsource'sweblink.ReadmoreSource(s):HavasGroupDistributionofHavasGroupwomenemployeesworldwidein2023,bydivisionDistributionofglobalHavaswomenemployees2023,bydivision65%59%60%56%56%50%40%30%20%10%0%HavasHealthHavasMediaHavasCreativeHavasHQ25Description:In2023,approximately62percentofHavasHealthemployeesidentifiedaswomen.Thiswasfollowedby59percentofHavasMediaemployeesidentifyingasfemale.

ReadmoreNote(s):Worldwide;2023;*NorthAmericadefinedbysourceasCanada,UnitedStates,andMexico.

Dateofpublicationindicatedinsource'sweblink.ReadmoreSource(s):HavasGroupCHAPTER

05Business,clients,awardsLeadingmediaandadvertisingagencygroupsworldwidebetweenJanuaryandSeptember2023,bynewbusinessvalue(inbillionU.S.dollars)LeadingmediaandadagencygroupsworldwideQ1-Q32023,bynewbusinessvalueNewbusinessvalueinmillionU.S.dollars-1,000OmnicomMedia-50005001,0001,5002,0002,5003,0003,5003,281PublicisMediaMediabrandsGroupM3,2521,8591,760HavasMediaNetworkDentsu180-71727Description:ItwascalculatedthatOmnicomMediawastheleadingmediagroupbasedonnewbusinessvalueworldwidebetweenthefirstandthirdquartersof2023,havinggained3.3billionU.S.dollarsfrombothretainedandnewclients.PublicisMediafollowedwith3.25billiondollarsinnewbusinessvalue,whileMediabrandsroundedoutthetopthreewith1.9billion.ReadmoreNote(s):Worldwide;Q1toQ32023;includingretentionsSource(s):COMvergenceLeadingmulti-marketadvertisingpitchesworldwidein2023,bymediaspending(inmillionU.S.dollars)Leadingmulti-marketadvertisingpitchesworldwide2023,bymediaspendingMediaspendinginmillionU.S.dollars200

40006008001,0001,200Ferrero(Dentsu,PublicisMedia,GroupM)Schwarz(GroupM,OMD,Starcom,Havas,Dentsu)Beiersdorf(OMD)1,000950635550Nestlé(GroupMOpenMind)LVMH(PublicisLuxeLVMH,WavemakerTiffany)41528Description:In2023,Dentsu,PublicisMedia,andGroupMwontheworld'shighest-spendingmulti-marketadvertisingpitch,asalespresentationforchocolateandconfectionerymanufacturerFerrerowithmediaspendingofonebillionU.S.dollarsacrosstheglobe,exceptfortheUnitedStates,China,HongKong,andTaiwan.The950-million-dollarpitchthatGroupM,OMD,Starcom,Havas,andDentsumadeforSchwarz–theretailerholdingbehindbrandslikeKauflandandLidl–placedsecond.ReadmoreNote(s):Worldwide;2023;among28billionU.S.dollarsofmediaspendreviewedduringtheyearSource(s):COMvergenceMostcreativemediaholdinggroupsworldwidein2023(indexscore)Mostcreativeadvertisingholdinggroupsworldwide2023Numberofpoints01,0002,0003,0004,0005,0006,0007,000WPPOmnicomGroupInterpublicGroupPublicisGroupeHavasGroup6,247.56,110.44,153.53,846.41,864.6Accenture562.6534.2DentsuHakuhodoDYGroupStagwell246.6179.829Description:In2023,WPPtoppedthelistofmostcreativemediaholdingsworldwide,withover6.2thousandpointsinthepresentedcreativityranking.OmnicomGroupandInterpublicGroup(IPG)followedwitharound6.1thousandand4.2thousandpoints,respectively.Altogether,thetopthreeholdingshadmorethantwiceasmanypointsasthefollowingsixorganizationsranked.Meanwhile,WPP,Omnicom,andPublicisweretheworld'stopadvertisingholdingsbyrevenuein2022.

ReadmoreNote(s):Worldwide;2023Source(s):WARCMostcreativeagencynetworksworldwidein2023(indexscore)Mostcreativeagencynetworksworldwide2023Numberofpoints05001,0001,5002,0002,5003,0003,5004,000Ogilvy(WPP)DDBWorldwide(OmnicomGroup)VML(WPP)3,602.82,708.52,017.1McCannWorldgroup(InterpublicGroup)BBDOWorldwide(OmnicomGroup)HavasCreativeGroup(HavasGroup)PublicisWorldwide(PublicisGroupe)FCB(InterpublicGroup)1,802.11,799.31,795.81,6831,588.9LeoBurnett(PublicisGroupe)TBWAWorldwide(OmnicomGroup)1,273.11,189.230Description:In2023,Ogilvy(runbyWPPplc)toppedthelistofmostcreativeagencynetworksworldwide,withmorethan3.6thousandpointsinthepresentedcreativityranking.DDBWorldwide(ownedbytheOmnicomGroupInc.)andVML(partofWPPplc)followedwitharound2.7thousandandtwothousandpoints,respectively.ThesamesourcerankedtheUnitedStatesastheworld'smostcreativeadvertisingmarketin2023.

ReadmoreNote(s):Worldwide;2023Source(s):WARCMostcreativeadvertisingagenciesinEuropein2023(indexscore)MostcreativeadvertisingagenciesinEurope2023Numberofpoints0100200300400500600700BETC(HavasCreativeGroup)(Paris,France)PublicisConseil(PublicisWorldwide)(Paris,France)Ogilvy(Ogilvy)(L