Advertising Global Industry Guide 2017

Date: April 22, 2017
Pages: 239
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Report type: Strategic Report
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Advertising Global Industry Guide 2017
Advertising Global Industry Guide 2017

SUMMARY

Global Advertising industry profile provides top-line qualitative and quantitative summary information including: market size (value 2012-16, and forecast to 2021). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market.

SYNOPSIS

Essential resource for top-line data and analysis covering the global advertising market. Includes market size and segmentation data, textual and graphical analysis of market growth trends and leading companies.

KEY HIGHLIGHTS
  • The advertising industry consists of agencies providing advertising, including display advertising, services.
  • The industry value reflects income of the agencies from such services.
  • Any currency conversions used in the creation of this report have been calculated using constant 2016 annual average exchange rates.
  • The global advertising industry generated total revenues of $98,297.5m in 2016, representing a compound annual growth rate (CAGR) of 3% between 2012 and 2016.
  • As internet based adverts tend to be based on recent searches by the customer, this further assists in targeted advertisement.
  • The food, beverage & personal/healthcare segment was the industry's most lucrative in 2016, with total revenues of $27,604.8m, equivalent to 28.1% of the industry's overall value.
SCOPE
  • Save time carrying out entry-level research by identifying the size, growth, major segments, and leading players in the global advertising market
  • Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the global advertising market
  • Leading company profiles reveal details of key advertising market players’ global operations and financial performance
  • Add weight to presentations and pitches by understanding the future growth prospects of the global advertising market with five year forecasts
REASONS TO BUY
  • What was the size of the global advertising market by value in 2016?
  • What will be the size of the global advertising market in 2021?
  • What factors are affecting the strength of competition in the global advertising market?
  • How has the market performed over the last five years?
  • What are the main segments that make up the global advertising market?
EXECUTIVE SUMMARY
Market value
Market value forecast
Category segmentation
Geography segmentation
Introduction
What is this report about?
Who is the target reader?
How to use this report
Definitions
Global Advertising
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Advertising in Asia-Pacific
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Advertising in Europe
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Advertising in France
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Germany
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Italy
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Japan
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Australia
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Canada
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in China
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in The Netherlands
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Spain
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in The United Kingdom
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in The United States
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Company Profiles
Leading companies
Appendix
Methodology
About MarketLine

LIST OF TABLES

Table 1: Global advertising industry value: $ million, 2012–16
Table 2: Global advertising industry category segmentation: $ million, 2016
Table 3: Global advertising industry geography segmentation: $ million, 2016
Table 4: Global advertising industry value forecast: $ million, 2016–21
Table 5: Asia-Pacific advertising industry value: $ million, 2012–16
Table 6: Asia–Pacific advertising industry category segmentation: $ million, 2016
Table 7: Asia–Pacific advertising industry geography segmentation: $ million, 2016
Table 8: Asia-Pacific advertising industry value forecast: $ million, 2016–21
Table 9: Europe advertising industry value: $ million, 2012–16
Table 10: Europe advertising industry category segmentation: $ million, 2016
Table 11: Europe advertising industry geography segmentation: $ million, 2016
Table 12: Europe advertising industry value forecast: $ million, 2016–21
Table 13: France advertising industry value: $ million, 2012–16
Table 14: France advertising industry category segmentation: $ million, 2016
Table 15: France advertising industry geography segmentation: $ million, 2016
Table 16: France advertising industry value forecast: $ million, 2016–21
Table 17: France size of population (million), 2012–16
Table 18: France gdp (constant 2005 prices, $ billion), 2012–16
Table 19: France gdp (current prices, $ billion), 2012–16
Table 20: France inflation, 2012–16
Table 21: France consumer price index (absolute), 2012–16
Table 22: France exchange rate, 2012–16
Table 23: Germany advertising industry value: $ million, 2012–16
Table 24: Germany advertising industry category segmentation: $ million, 2016
Table 25: Germany advertising industry geography segmentation: $ million, 2016
Table 26: Germany advertising industry value forecast: $ million, 2016–21
Table 27: Germany size of population (million), 2012–16
Table 28: Germany gdp (constant 2005 prices, $ billion), 2012–16
Table 29: Germany gdp (current prices, $ billion), 2012–16
Table 30: Germany inflation, 2012–16
Table 31: Germany consumer price index (absolute), 2012–16
Table 32: Germany exchange rate, 2012–16
Table 33: Italy advertising industry value: $ million, 2012–16
Table 34: Italy advertising industry category segmentation: $ million, 2016
Table 35: Italy advertising industry geography segmentation: $ million, 2016
Table 36: Italy advertising industry value forecast: $ million, 2016–21
Table 37: Italy size of population (million), 2012–16
Table 38: Italy gdp (constant 2005 prices, $ billion), 2012–16
Table 39: Italy gdp (current prices, $ billion), 2012–16
Table 40: Italy inflation, 2012–16
Table 41: Italy consumer price index (absolute), 2012–16
Table 42: Italy exchange rate, 2012–16
Table 43: Japan advertising industry value: $ million, 2012–16
Table 44: Japan advertising industry category segmentation: $ million, 2016
Table 45: Japan advertising industry geography segmentation: $ million, 2016
Table 46: Japan advertising industry value forecast: $ million, 2016–21
Table 47: Japan size of population (million), 2012–16
Table 48: Japan gdp (constant 2005 prices, $ billion), 2012–16
Table 49: Japan gdp (current prices, $ billion), 2012–16
Table 50: Japan inflation, 2012–16
Table 51: Japan consumer price index (absolute), 2012–16
Table 52: Japan exchange rate, 2012–16
Table 53: Australia advertising industry value: $ million, 2012–16
Table 54: Australia advertising industry category segmentation: $ million, 2016
Table 55: Australia advertising industry geography segmentation: $ million, 2016
Table 56: Australia advertising industry value forecast: $ million, 2016–21
Table 57: Australia size of population (million), 2012–16
Table 58: Australia gdp (constant 2005 prices, $ billion), 2012–16
Table 59: Australia gdp (current prices, $ billion), 2012–16
Table 60: Australia inflation, 2012–16
Table 61: Australia consumer price index (absolute), 2012–16
Table 62: Australia exchange rate, 2012–16
Table 63: Canada advertising industry value: $ million, 2012–16
Table 64: Canada advertising industry category segmentation: $ million, 2016
Table 65: Canada advertising industry geography segmentation: $ million, 2016
Table 66: Canada advertising industry value forecast: $ million, 2016–21
Table 67: Canada size of population (million), 2012–16
Table 68: Canada gdp (constant 2005 prices, $ billion), 2012–16
Table 69: Canada gdp (current prices, $ billion), 2012–16
Table 70: Canada inflation, 2012–16
Table 71: Canada consumer price index (absolute), 2012–16
Table 72: Canada exchange rate, 2012–16
Table 73: China advertising industry value: $ million, 2012–16
Table 74: China advertising industry category segmentation: $ million, 2016
Table 75: China advertising industry geography segmentation: $ million, 2016
Table 76: China advertising industry value forecast: $ million, 2016–21
Table 77: China size of population (million), 2012–16
Table 78: China gdp (constant 2005 prices, $ billion), 2012–16
Table 79: China gdp (current prices, $ billion), 2012–16
Table 80: China inflation, 2012–16
Table 81: China consumer price index (absolute), 2012–16
Table 82: China exchange rate, 2012–16
Table 83: Netherlands advertising industry value: $ million, 2012–16
Table 84: Netherlands advertising industry category segmentation: $ million, 2016
Table 85: Netherlands advertising industry geography segmentation: $ million, 2016
Table 86: Netherlands advertising industry value forecast: $ million, 2016–21
Table 87: Netherlands size of population (million), 2012–16
Table 88: Netherlands gdp (constant 2005 prices, $ billion), 2012–16
Table 89: Netherlands gdp (current prices, $ billion), 2012–16
Table 90: Netherlands inflation, 2012–16
Table 91: Netherlands consumer price index (absolute), 2012–16
Table 92: Netherlands exchange rate, 2012–16
Table 93: Spain advertising industry value: $ million, 2012–16
Table 94: Spain advertising industry category segmentation: $ million, 2016
Table 95: Spain advertising industry geography segmentation: $ million, 2016
Table 96: Spain advertising industry value forecast: $ million, 2016–21
Table 97: Spain size of population (million), 2012–16
Table 98: Spain gdp (constant 2005 prices, $ billion), 2012–16
Table 99: Spain gdp (current prices, $ billion), 2012–16
Table 100: Spain inflation, 2012–16
Table 101: Spain consumer price index (absolute), 2012–16
Table 102: Spain exchange rate, 2012–16
Table 103: United Kingdom advertising industry value: $ million, 2012–16
Table 104: United Kingdom advertising industry category segmentation: $ million, 2016
Table 105: United Kingdom advertising industry geography segmentation: $ million, 2016
Table 106: United Kingdom advertising industry value forecast: $ million, 2016–21
Table 107: United Kingdom size of population (million), 2012–16
Table 108: United Kingdom gdp (constant 2005 prices, $ billion), 2012–16
Table 109: United Kingdom gdp (current prices, $ billion), 2012–16
Table 110: United Kingdom inflation, 2012–16
Table 111: United Kingdom consumer price index (absolute), 2012–16
Table 112: United Kingdom exchange rate, 2012–16
Table 113: United States advertising industry value: $ million, 2012–16
Table 114: United States advertising industry category segmentation: $ million, 2016
Table 115: United States advertising industry geography segmentation: $ million, 2016
Table 116: United States advertising industry value forecast: $ million, 2016–21
Table 117: United States size of population (million), 2012–16
Table 118: United States gdp (constant 2005 prices, $ billion), 2012–16
Table 119: United States gdp (current prices, $ billion), 2012–16
Table 120: United States inflation, 2012–16
Table 121: United States consumer price index (absolute), 2012–16
Table 122: United States exchange rate, 2012–15
Table 123: The Interpublic Group of Companies, Inc.: key facts
Table 124: The Interpublic Group of Companies, Inc.: key financials ($)
Table 125: The Interpublic Group of Companies, Inc.: key financial ratios
Table 126: Omnicom Group, Inc.: key facts
Table 127: Omnicom Group, Inc.: key financials ($)
Table 128: Omnicom Group, Inc.: key financial ratios
Table 129: Publicis Groupe SA: key facts
Table 130: Publicis Groupe SA: key financials ($)
Table 131: Publicis Groupe SA: key financials (€)
Table 132: Publicis Groupe SA: key financial ratios
Table 133: WPP plc: key facts
Table 134: WPP plc: key financials ($)
Table 135: WPP plc: key financials (£)
Table 136: WPP plc: key financial ratios
Table 137: Dentsu, Inc.: key facts
Table 138: Dentsu, Inc.: key financials ($)
Table 139: Dentsu, Inc.: key financials (¥)
Table 140: Dentsu, Inc.: key financial ratios
Table 141: Hakuhodo DY Holdings Inc.: key facts
Table 142: Hakuhodo DY Holdings Inc.: key financials ($)
Table 143: Hakuhodo DY Holdings Inc.: key financials (¥)
Table 144: Hakuhodo DY Holdings Inc.: key financial ratios
Table 145: Havas SA: key facts
Table 146: Havas SA: key financials ($)
Table 147: Havas SA: key financials (€)
Table 148: Havas SA: key financial ratios
Table 149: Asatsu-DK Inc.: key facts
Table 150: Asatsu-DK Inc.: key financials ($)
Table 151: Asatsu-DK Inc.: key financials (¥)
Table 152: Asatsu-DK Inc.: key financial ratios

LIST OF FIGURES

Figure 1: Global advertising industry value: $ million, 2012–16
Figure 2: Global advertising industry category segmentation: % share, by value, 2016
Figure 3: Global advertising industry geography segmentation: % share, by value, 2016
Figure 4: Global advertising industry value forecast: $ million, 2016–21
Figure 5: Forces driving competition in the global advertising industry, 2016
Figure 6: Drivers of buyer power in the global advertising industry, 2016
Figure 7: Drivers of supplier power in the global advertising industry, 2016
Figure 8: Factors influencing the likelihood of new entrants in the global advertising industry, 2016
Figure 9: Factors influencing the threat of substitutes in the global advertising industry, 2016
Figure 10: Drivers of degree of rivalry in the global advertising industry, 2016
Figure 11: Asia-Pacific advertising industry value: $ million, 2012–16
Figure 12: Asia–Pacific advertising industry category segmentation: % share, by value, 2016
Figure 13: Asia–Pacific advertising industry geography segmentation: % share, by value, 2016
Figure 14: Asia-Pacific advertising industry value forecast: $ million, 2016–21
Figure 15: Forces driving competition in the advertising industry in Asia-Pacific, 2016
Figure 16: Drivers of buyer power in the advertising industry in Asia-Pacific, 2016
Figure 17: Drivers of supplier power in the advertising industry in Asia-Pacific, 2016
Figure 18: Factors influencing the likelihood of new entrants in the advertising industry in Asia-Pacific, 2016
Figure 19: Factors influencing the threat of substitutes in the advertising industry in Asia-Pacific, 2016
Figure 20: Drivers of degree of rivalry in the advertising industry in Asia-Pacific, 2016
Figure 21: Europe advertising industry value: $ million, 2012–16
Figure 22: Europe advertising industry category segmentation: % share, by value, 2016
Figure 23: Europe advertising industry geography segmentation: % share, by value, 2016
Figure 24: Europe advertising industry value forecast: $ million, 2016–21
Figure 25: Forces driving competition in the advertising industry in Europe, 2016
Figure 26: Drivers of buyer power in the advertising industry in Europe, 2016
Figure 27: Drivers of supplier power in the advertising industry in Europe, 2016
Figure 28: Factors influencing the likelihood of new entrants in the advertising industry in Europe, 2016
Figure 29: Factors influencing the threat of substitutes in the advertising industry in Europe, 2016
Figure 30: Drivers of degree of rivalry in the advertising industry in Europe, 2016
Figure 31: France advertising industry value: $ million, 2012–16
Figure 32: France advertising industry category segmentation: % share, by value, 2016
Figure 33: France advertising industry geography segmentation: % share, by value, 2016
Figure 34: France advertising industry value forecast: $ million, 2016–21
Figure 35: Forces driving competition in the advertising industry in France, 2016
Figure 36: Drivers of buyer power in the advertising industry in France, 2016
Figure 37: Drivers of supplier power in the advertising industry in France, 2016
Figure 38: Factors influencing the likelihood of new entrants in the advertising industry in France, 2016
Figure 39: Factors influencing the threat of substitutes in the advertising industry in France, 2016
Figure 40: Drivers of degree of rivalry in the advertising industry in France, 2016
Figure 41: Germany advertising industry value: $ million, 2012–16
Figure 42: Germany advertising industry category segmentation: % share, by value, 2016
Figure 43: Germany advertising industry geography segmentation: % share, by value, 2016
Figure 44: Germany advertising industry value forecast: $ million, 2016–21
Figure 45: Forces driving competition in the advertising industry in Germany, 2016
Figure 46: Drivers of buyer power in the advertising industry in Germany, 2016
Figure 47: Drivers of supplier power in the advertising industry in Germany, 2016
Figure 48: Factors influencing the likelihood of new entrants in the advertising industry in Germany, 2016
Figure 49: Factors influencing the threat of substitutes in the advertising industry in Germany, 2016
Figure 50: Drivers of degree of rivalry in the advertising industry in Germany, 2016
Figure 51: Italy advertising industry value: $ million, 2012–16
Figure 52: Italy advertising industry category segmentation: % share, by value, 2016
Figure 53: Italy advertising industry geography segmentation: % share, by value, 2016
Figure 54: Italy advertising industry value forecast: $ million, 2016–21
Figure 55: Forces driving competition in the advertising industry in Italy, 2016
Figure 56: Drivers of buyer power in the advertising industry in Italy, 2016
Figure 57: Drivers of supplier power in the advertising industry in Italy, 2016
Figure 58: Factors influencing the likelihood of new entrants in the advertising industry in Italy, 2016
Figure 59: Factors influencing the threat of substitutes in the advertising industry in Italy, 2016
Figure 60: Drivers of degree of rivalry in the advertising industry in Italy, 2016
Figure 61: Japan advertising industry value: $ million, 2012–16
Figure 62: Japan advertising industry category segmentation: % share, by value, 2016
Figure 63: Japan advertising industry geography segmentation: % share, by value, 2016
Figure 64: Japan advertising industry value forecast: $ million, 2016–21
Figure 65: Forces driving competition in the advertising industry in Japan, 2016
Figure 66: Drivers of buyer power in the advertising industry in Japan, 2016
Figure 67: Drivers of supplier power in the advertising industry in Japan, 2016
Figure 68: Factors influencing the likelihood of new entrants in the advertising industry in Japan, 2016
Figure 69: Factors influencing the threat of substitutes in the advertising industry in Japan, 2016
Figure 70: Drivers of degree of rivalry in the advertising industry in Japan, 2016
Figure 71: Australia advertising industry value: $ million, 2012–16
Figure 72: Australia advertising industry category segmentation: % share, by value, 2016
Figure 73: Australia advertising industry geography segmentation: % share, by value, 2016
Figure 74: Australia advertising industry value forecast: $ million, 2016–21
Figure 75: Forces driving competition in the advertising industry in Australia, 2016
Figure 76: Drivers of buyer power in the advertising industry in Australia, 2016
Figure 77: Drivers of supplier power in the advertising industry in Australia, 2016
Figure 78: Factors influencing the likelihood of new entrants in the advertising industry in Australia, 2016
Figure 79: Factors influencing the threat of substitutes in the advertising industry in Australia, 2016
Figure 80: Drivers of degree of rivalry in the advertising industry in Australia, 2016
Figure 81: Canada advertising industry value: $ million, 2012–16
Figure 82: Canada advertising industry category segmentation: % share, by value, 2016
Figure 83: Canada advertising industry geography segmentation: % share, by value, 2016
Figure 84: Canada advertising industry value forecast: $ million, 2016–21
Figure 85: Forces driving competition in the advertising industry in Canada, 2016
Figure 86: Drivers of buyer power in the advertising industry in Canada, 2016
Figure 87: Drivers of supplier power in the advertising industry in Canada, 2016
Figure 88: Factors influencing the likelihood of new entrants in the advertising industry in Canada, 2016
Figure 89: Factors influencing the threat of substitutes in the advertising industry in Canada, 2016
Figure 90: Drivers of degree of rivalry in the advertising industry in Canada, 2016
Figure 91: China advertising industry value: $ million, 2012–16
Figure 92: China advertising industry category segmentation: % share, by value, 2016
Figure 93: China advertising industry geography segmentation: % share, by value, 2016
Figure 94: China advertising industry value forecast: $ million, 2016–21
Figure 95: Forces driving competition in the advertising industry in China, 2016
Figure 96: Drivers of buyer power in the advertising industry in China, 2016
Figure 97: Drivers of supplier power in the advertising industry in China, 2016
Figure 98: Factors influencing the likelihood of new entrants in the advertising industry in China, 2016
Figure 99: Factors influencing the threat of substitutes in the advertising industry in China, 2016
Figure 100: Drivers of degree of rivalry in the advertising industry in China, 2016
Figure 101: Netherlands advertising industry value: $ million, 2012–16
Figure 102: Netherlands advertising industry category segmentation: % share, by value, 2016
Figure 103: Netherlands advertising industry geography segmentation: % share, by value, 2016
Figure 104: Netherlands advertising industry value forecast: $ million, 2016–21
Figure 105: Forces driving competition in the advertising industry in the Netherlands, 2016
Figure 106: Drivers of buyer power in the advertising industry in the Netherlands, 2016
Figure 107: Drivers of supplier power in the advertising industry in the Netherlands, 2016
Figure 108: Factors influencing the likelihood of new entrants in the advertising industry in the Netherlands, 2016
Figure 109: Factors influencing the threat of substitutes in the advertising industry in the Netherlands, 2016
Figure 110: Drivers of degree of rivalry in the advertising industry in the Netherlands, 2016
Figure 111: Spain advertising industry value: $ million, 2012–16
Figure 112: Spain advertising industry category segmentation: % share, by value, 2016
Figure 113: Spain advertising industry geography segmentation: % share, by value, 2016
Figure 114: Spain advertising industry value forecast: $ million, 2016–21
Figure 115: Forces driving competition in the advertising industry in Spain, 2016
Figure 116: Drivers of buyer power in the advertising industry in Spain, 2016
Figure 117: Drivers of supplier power in the advertising industry in Spain, 2016
Figure 118: Factors influencing the likelihood of new entrants in the advertising industry in Spain, 2016
Figure 119: Factors influencing the threat of substitutes in the advertising industry in Spain, 2016
Figure 120: Drivers of degree of rivalry in the advertising industry in Spain, 2016
Figure 121: United Kingdom advertising industry value: $ million, 2012–16
Figure 122: United Kingdom advertising industry category segmentation: % share, by value, 2016
Figure 123: United Kingdom advertising industry geography segmentation: % share, by value, 2016
Figure 124: United Kingdom advertising industry value forecast: $ million, 2016–21
Figure 125: Forces driving competition in the advertising industry in the United Kingdom, 2016
Figure 126: Drivers of buyer power in the advertising industry in the United Kingdom, 2016
Figure 127: Drivers of supplier power in the advertising industry in the United Kingdom, 2016
Figure 128: Factors influencing the likelihood of new entrants in the advertising industry in the United Kingdom, 2016
Figure 129: Factors influencing the threat of substitutes in the advertising industry in the United Kingdom, 2016
Figure 130: Drivers of degree of rivalry in the advertising industry in the United Kingdom, 2016
Figure 131: United States advertising industry value: $ million, 2012–16
Figure 132: United States advertising industry category segmentation: % share, by value, 2016
Figure 133: United States advertising industry geography segmentation: % share, by value, 2016
Figure 134: United States advertising industry value forecast: $ million, 2016–21
Figure 135: Forces driving competition in the advertising industry in the United States, 2016
Figure 136: Drivers of buyer power in the advertising industry in the United States, 2016
Figure 137: Drivers of supplier power in the advertising industry in the United States, 2016
Figure 138: Factors influencing the likelihood of new entrants in the advertising industry in the United States, 2016
Figure 139: Factors influencing the threat of substitutes in the advertising industry in the United States, 2016
Figure 140: Drivers of degree of rivalry in the advertising industry in the United States, 2016
Figure 141: The Interpublic Group of Companies, Inc.: revenues & profitability
Figure 142: The Interpublic Group of Companies, Inc.: assets & liabilities
Figure 143: Omnicom Group, Inc.: revenues & profitability
Figure 144: Omnicom Group, Inc.: assets & liabilities
Figure 145: Publicis Groupe SA: revenues & profitability
Figure 146: Publicis Groupe SA: assets & liabilities
Figure 147: WPP plc: revenues & profitability
Figure 148: WPP plc: assets & liabilities
Figure 149: Dentsu, Inc.: revenues & profitability
Figure 150: Dentsu, Inc.: assets & liabilities
Figure 151: Hakuhodo DY Holdings Inc.: revenues & profitability
Figure 152: Hakuhodo DY Holdings Inc.: assets & liabilities
Figure 153: Havas SA: revenues & profitability
Figure 154: Havas SA: assets & liabilities
Figure 155: Asatsu-DK Inc.: revenues & profitability
Figure 156: Asatsu-DK Inc.: assets & liabilities
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