Research 2015 광고회사 현황조사 총 취급액 대비 10대 광고회사의 취급액 비율은 2008년 이후 지속 상승세를 보이며, 2014년에는 전년 대 비 1.3%p 상승한 85.1%를 점유하고 있는 것으로 나타났다<그래프2>. 32 [2] 10 10 28.7% 30

Research 2015 광고회사 현황조사 2015 2015 MARCH 광고계동향 ol.288 31 자료조사 정리 한국광고총연합회는 지난 2월 3일부터 27일까지 총 25일간 광고회사 현황조사 를 실시했다. 국내 주요 광 고회사들의 취급액과 인원 현황 등을 파악하기 위해 매년 실시하고 있는 광고회사 현황조사 는 국내 광고회 사를 대상으로 진행했으며, 그 결과 총 56개 사가 조사에 응답했다. 총 56개 광고회사가 응답한 2014년 총 취급액은 13조 6,880억 원으로 광고회사와 매체대행사의 취급액이 중복으로 집계되었으며, 국내와 해외취급액이 모두 합산된 수치다. 조사결과를 살펴보면 2014년 전체 취급액(13조 6,880억 원)은 2013년(14조 1,927억 원)에 비해 약 3.6%p 감소했다. 국내외 경기상황에 대한 침체가 광고시장 위축에도 적잖은 영향을 미친 것으로 보인다. 2014년 10대 광고회사 총 취급액은 11조 6,420억 원으로 2013년 대비(11조 8,906억 원) 2.1%p 감소하여 2년 연속 감소세를 나타냈다. 2014년 10대 광고회사별 취급액을 살펴보면 제일기획(4조 9,231억 원)이 가 장 높은 것으로 나타났으며, 이노션 월드와이드(3조 5,988억 원), HS애드(1조 639억 원), 대홍기획(7,444억 원), SK플래닛(3,980억 원), TBWA 코리아(2,958억 원), 그룹엠코리아(1,646억 원), 오리콤(1,542억 원), 한컴 (1,501억 원), 레오버넷(1,491억 원)이 뒤를 이었다. 2014년 10대 광고회사 취급액은 11조 6,420억 원으로 2013년 11조 8,906억 원 대비 약 2.1%P 감소하여, 지난해에 이어 2년 연속 하락세를 보였다<그래프1>. [1] 10 (단위 : 억 원, %) 119,075 118,906 116,420 103,212 0.1% 2.1% 15.4% 80,237 28.6% 56,330 59,629 48,621 45,987 40,418 41,691 5.9% 3.1% 10.3% 5.7% 15.9% 34.6% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Research 2015 광고회사 현황조사 총 취급액 대비 10대 광고회사의 취급액 비율은 2008년 이후 지속 상승세를 보이며, 2014년에는 전년 대 비 1.3%p 상승한 85.1%를 점유하고 있는 것으로 나타났다<그래프2>. 32 [2] 10 10 28.7% 30.5% 31.0% 31.6% 27.1% 25.5% 21.5% 19.0% 16.6% 16.2% 14.9% 71.3% 69.5% 69.0% 68.4% 72.9% 74.5% 78.5% 81.0% 83.4% 83.8% 85.1% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 10대 광고회사의 2014년 해외취급액은 6조 7,970억 원으로 2013년(7조 639억 원)년 대비 약 1%p 가량 감 소했다. 2012년 이후 해외취급액은 60%에 육박하는 비율을 나타내고 있으며, 글로벌화 정책이 계속 유지 되고 있는 것으로 분석된다<그래프3>. [3] 10 vs 25% 26% 28% 39% 46% 49% 54% 60% 59% 58% 75% 74% 72% 61% 54% 51% 46% 40% 41% 42% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

2015 MARCH 광고계동향 ol.288 33 2014년 10위권 내 광고회사 종사자의 1인당 취급액은 31.1억 원으로 전년과 유사한 수준을 보였다<그 래프4>. [4] 10 1 30.0 31.7 31.2 31.1 26.6 20.8 21.3 17.8 18.3 18.7 15.6 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 광고회사의 2015년 현재 인원 변동 현황을 살펴보면 전년도에 비해 인원이 큰 폭으로 증가한 곳은 아이 비월드와이드, 제일기획 등이며 일부 회사들은 적게는 1~2명에서 최대 25명의 인원을 감축한 것으로 집계됐다. 10대 광고회사의 인원 현황을 보면 전년도에 비해 2015년 현재 인원이 약 2%p 감소한 것으로 나타났다<그 래프5>. [5] 10 // SP/PR/// 2,799 23.7% 20.7% 8.8% 18.1% 3,022 20.8% 22.7% 10.0% 18.8% 3,443 20.4% 28.1% 8.2% 17.7% 3,761 20.8% 29.7% 7.5% 18.1% 3,815 21.9% 27.6% 7.6% 18.2% 3,743 22.9% 26.7% 8.9% 17.6% 25.7% 23.9% 22.7% 20.8% 21.6% 20.5% 3.8% 3.7% 3.0% 3.0% 3.1% 3.4% 2010 2011 2012 2013 2014 2015

Research 2015 10대 광고회사의 매체별 취급액 점유율 변화 추이를 살펴보면 전파매체(T, 라디오)광고 취급 비중이 2013년 보다 2.7%p 줄어든 37.7%로 나타났다. 인쇄매체(신문/잡지)는 전년 대비 소폭 감소한 6.9%로 계속해서 감 소하는 추세를 보인다. 반면, 옥외 및 프로모션과 뉴미디어(케이블, 종편, 위성, DMB, IPT, 모바일 온라인) 취급액 점유율은 전년 대 비 각각 1.4%p 상승하여 옥외 및 프로모션은 39.1%, 뉴미디어는 16.3%로 나타났다. 특히, 뉴미디어 매체의 경우 2012년 이후 상승세를 보이고 있으며, 케이블, 종편 채널 프로그램의 질적 성장 및 킬러 콘텐츠 등장 에 기인한 것으로 해석된다<그래프6>. 34 [6] 10 + + 30.7% 31.7% 33.7% 35.7% 34.8% 34.1% 36.0% 41.5% 37.7% 39.1% 7.5% 17.9% 9.3% 18.1% 10.9% 16.7% 10.2% 15.6% 10.8% 11.7% 13.0% 9.7% 15.7% 8.7% 9.1% 7.3% 14.9% 7.0% 16.3% 6.9% 43.9% 40.9% 38.7% 38.5% 42.7% 43.2% 39.6% 42.1% 40.4% 37.7% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 지난 2월호에서는 광고주가 생각하는 광고회사 선정기준에 대해 조사하였다. 이를 비교하기 위해, 3월호에 서는 광고회사가 생각하는 광고주의 대행사 선정기준에 대한 인식을 조사해 보았다. 그 결과 광고회사는 뛰 어난 크리에이티브 를 최우선으로 꼽은 반면, 광고주는 우수한 광고 전략 및 마케팅 컨설팅 능력 을 가장 중 요한 항목이라고 응답했다. 다만, 순위만 다를 뿐 상위 5개 항목은 일치하는 것으로 나타났다<그래프7>. [7] (단위 : %) 6.18 5.63 5.82 5.73 5.46 5.45 5.15 5.46 5.00 5.28 4.85 4.84 4.84 4.93 5.06 5.03 4.87 4.26 4.11 3.84 / IMC // PT

2015 MARCH 광고계동향 ol.288 35 / 36 [ 1] 2014 2013 2014 (%) T DMB IPT PR 81,816 68,330-16% - 35,645 32,574 3,071 6,076 3,416 2,660 4,039 - - - - - 5,418 380 - - - 13,805 2,967 13,796 5,295 782 65,580 45,072-31% - 12,764 11,868 896 1,412 1,213 199 16,483 3,033 - - 2,691-672 48 2,905-10 5,054-12,144 3,735 75 () 131,239 164,599 25% 637 39,510 38,725 785 28,368 8,729 19,639 33,584 - - - - 1,615 26,181 9,448 - - - 1,692 24,201 9,490 9,490 96,800 57,086-41% - 12,252 11,104 1,148 3,040 1,517 1,523 3,561 788-4 - - 1,414 2,500 1,734 1,500-30,293 - - 2,865 - - 2,143 1,304 839 - - - 123 78 - - - - - 38 - - - 483-588 710 310 67,361 72,648 8% 11,805 28,646 26,235 2,411 4,662 4,305 357 8,333 - - 40 - - 1,202 4,442 2,890 - - 10,628 11,805 20,214 7,705 767-33,086 - - 2,031 2,021 10 223 149 74 23,278 2,368-60 1,315 150 94 2,559 - - - 1,008-6,120 5,239 1,154 3,845 3,795-1% - 3,292 2,991 301 36 36-24 - - - - - - - 112 - - 51 280 890 698,483 744,427 7% 32,248 185,624 172,769 12,855 59,815 52,213 7,602 64,433 138 4,194 4,833 42,644 86,962 213,043 9,677 1,971 71,093 - () 115,170 101,448-12% 5,310 41,307 36,914 4,393 11,872 5,174 6,698 30,731 3,278-140 970-559 10,798 - - - - 1,793 16,198 4,427 77,538 71,587-8% 2,569 22,717 21,054 1,663 6,630 4,280 2,350 16,466 - - - - - 587 7,306 6,403-363 10,746 369 23,679 7,789 45-1,500 - - 1,250 900 350 - - - 250 - - - - - - - - - - - 3,000 75,169 78,241 4% - 17,960 17,546 414 14,716 7,987 6,729 21,437 3,783 - - - - 4,193 4,138 1,484-7,460 3,070-136,894 149,066 9% 8,503 39,151 38,487 664 20,495 6,201 14,294 28,481 2,368-62 - 2,279 16,794 5,777 22,791 - - 10,868-33,886 19,857 42,023 42,540 1% - 22,805 22,410 395 4,392 3,070 1,322 4,822 400 - - - - 5,150 374 792 - - 3,805-8,338 3,536-4,364 - - 400-400 600 600 - - - - - - - - 3,000 - - - 364-1,800 1,500 400 & 130,342 146,107 12% - 40,720 36,885 3,835 7,417 1,890 5,527 41,296 1,529 - - 72 169 17,700 5,044 3,773-2,053 13,937 12,397 58,377 70,639 21% - 27,518 25,896 1,622 5,016 3,960 1,056 18,862 - - 50 - - 1,877 5,045 581-31 11,659 - - 5,000 - - 3,000 1,000 2,000 2,000 - - - - - - - 103,368 109,211 6% - 10,233 9,150 1,083 18,911 7,196 11,715 23,663 1,863 - - - - 15,789 7,601 2,018-129 18,372 10,632 35,149 16,134 () 11,500 29,475 156% 394 2,764 1,641 1,123 13,377 2,837 10,540 4,065 411-4 77-4,676 4,081 20 - - - - 79,633 68,778-14% 3,758 21,501 19,221 2,280 13,029 11,366 1,663 13,340 3,544 100-1,035 40 1,306 4,523 3,733 - - 6,627-17,633 6,105 11,196 12,942 16% - 1,632 1,332 300 4,598 2,078 2,520 1,884 4 - - 4 - - 1,300 500 - - 3,020-6,118 3,800 1,400 32,480 23,739-27% - 13,581 12,244 1,337 1,205 621 584 4,087 700 - - - - 81 510 - - - 3,575 - A&P - 1,800 - - - - - 1,500 1,000 500 - - - - - - - - 300 - - - - 1,500 2,660 3,940 48% - 2,500 2,500-500 500-400 50 - - 50 - - - - 20 20 400-2,550 500 450 73,521 85,916 17% - 11,850 10,883 967 11,861 8,152 3,709 5,810 9,534 100-500 - 1,605 380 43,476 - - 800-45,877 4,482 904 31,604 21,454-32% - 3,201 415 2,786 10,106 9,525 581 602 170 - - 20-672 885 2,005 359 185 3,249-5,138 847 136 53,640 50,159-6% - 24,496 22,371 2,125 5,287 4,057 1,230 7,458 1,804-600 - - 3,398 829 3,010 - - 3,277-13,051 3,957 1,296-4,700 - - 2,500 1,250 1,250 500 495 5 500 - - - - - - 500 200-200 300 - - 23,275 - - 4,098 2,092 2,006 2,773 2,571 202 1,462 95-200 105 - - 368 - - - - 14,174 17,211 9,922 1,295 1,435 11% - 1,181 1,181 - - - 50 - - - - - - - 148 - - 56-30 95 924 1,200 30% - 1,200 1,200 - - - - - - - - - - - - - - - - - 100 SK 378,764 398,003 5% - 119,010 119,010 110,219 110,219 35,035 - - - - - 48,416 26,988 30,709 - - 27,626-89,221 35,172 SPM PLUS - 4,000 - - - - - 4,000 4,000(BTL ) - - - - - - - - - - - - - HS 936,669 1,063,931 14% 302,262 146,764 142,210 4,554 66,999 46,108 20,891 57,858 - - 492 4,634 322 114,262 62,627 508,632 11,974 5,096 84,271 - LBEST 150,545 100,807-33% - 39,494 36,522 2,972 24,571 22,147 2,424 16,722 - - 229 115-697 1,436 7,017 171-10,355 - () - 111,160 - - 9,258 8,346 912 4,523 3,389 1,134 36,577 20 25 CAT - 1,834 58,923 - - - - - 9,352 5,783 1,163 169,541 154,249-9% 3,986 35,350 32,155 3,195 20,335 17,029 3,306 37,372 4,870 - - - - 5,224 11,739 17,991 6,506 286 9,523 5,053 52,153 102,745 106,255 3% - 43,434 39,951 3,483 12,890 7,428 5,462 16,797 1,563 - - 1,480 713 9,165 6,624 3,241 49-6,791 3,508 27,246 10,438 25,241 22,166-12% - 8,628 7,637 991 3,123 1,711 1,412 4,087 1,993 61 5 - - 1,684 840 - - 90 1,655-4,365 3,013-132 3,719,111 3,598,808-3% 2,757,242 2,309,928 2,291,475 18,453 94,297 69,962 24,335 135,584-234 9,606 30 60,301 147,923 438,986-842 304,023 97,054 90,335 92,231 2% - 32,183 29,926 2,257 10,074 6,197 3,877 22,325 2,900 - - - - 3,824 3,148 4,184 - - 9,032 4,561 22,203 7,484-50 - - 30 30 - - - - 20 - - - - - - - - - - - - 15 25 11 5,198,166 4,923,104-5% 3,692,101 1,376,771 1,339,391 37,380 343,952 278,223 65,729 131,437 56,309 - - - - 829,052 294,493 1,316,792 21,687 48,179 463,429 41,003 29,729 23,209-22% - 4,772 2,181 2,591 10,103 9,937 166 3,158 523-40 - - 1,731 998 635 - - 1,119 130 () 116,180 105,251-9% - 41,392 36,965 4,427 10,789 4,279 6,510 27,261 1,172-12 - - 13,284 11,341 - - - - - 9,200 3,350-64% - 800 450 350 1,100 1,100-350 - - - - - 200 - - - - 900-530 - 2,820 - - - - - 2,100 2,100 - - - - - - - - 50 100-200 150 220 726 741 45,821 46,717 2% - 18,500 15,000 3,500 8,000 7,000 1,000 5,760 2,000 240 700 3,500 250 2,250 2,300 - - - 3,217-7,736 75,800 75,700-0.1% - 42,900 37,500 5,400 7,100 5,600 1,500 15,100-300 300-2,100 1,200 150 150 400 6,000 - TBWA KOREA 344,255 295,783-14% - 107,756 102,348 5,408 32,892 29,632 3,260 87,271 - - - - - 19,885 16,200 8,308-71 23,400-87,061 81,931-6% - 13,891 11,746 2,145 3,514 2,484 1,030 35,474 1,008 - - 205 239 4,158 9,066 3,774 1,293 1,238 8,071-158,163 150,080-5% - 24,545 20,607 3,938 30,677 25,746 4,931 17,678 2,836 - - 310-12,708 13,738 32,724 7,381 576 6,907 - - 10,062-153 21-21 - - - 201 80 - - 120 135 1,767 733 5,430 44 57 12 1,462 7,005 2,801 32,883 17,438-47% - 8,452 8,095 357 1,701 930 771 4,036 - - 45-5 116 572 107 - - 2,289 115 4,049 1,666-1,019 14,192,742 13,687,529-3.6% 6,820,968 5,023,351 1,061,376 2,513,335 839,775 2,690,698 60,811 69,457 1,197,002 231,724 - - -,, 4 Gross Income * 단위 : 백만원 * (-) : N.A * 각 매체별 취급액 단위는 백만원으로, 십만자리에서 반올림한 수치이며 총 취급액은 반올림 계산에 따라 합산 시 백만원 단위의 수치 차이가 있을 수 있음. * 매출액 / 총수입금액/ 경상이익 / 합계는 무응답이 많아 합계 미처리함 * 조사 결과는 각 회사의 응답결과를 그대로 게재한 것임. * 2014년 총 취급액에 포함된 광고회사는 2013년과 상이함. * 자료수집 및 정리 : 한국광고총연합회 조사연구부

Research 2015 [ 2] 2014 2015 AE GD CW CD SP PR AP PD / 50 44 (6) 19 25 5 18 9 3 2 - - - - - - - - - 7-46 38 (8) 26 12 4 14 6 2-4 3 1 1-1 1 1 1 3 - () 67 76 9 37 39 9 - - - - 58 51 7 - - - - - - 9-154 129 (25) 55 74 11 39 21 7 4 9 5 4-13 - 3 5-17 - - 4-2 2 1 2 - - - 1-1 - - - - - - - - 65 72 7 45 27 4 20 5 4 4 5 3 2 1-2 - 2-11 14-36 - 25 11 3 7 7 5 3 3 2 1 - - - - 4 1 3-23 23 0 16 7 3 6 3 3 2 2 1 1 1 - - - - 1 2-344 341 (3) 223 118 18 82 36 24 17 24 13 11 62 3 4 9 10 4 48 - () 43 41 (2) 22 19 4 - - - - 29 17 12 - - - - - - 8-75 70 (5) 40 30 5 25 7 4 4 - - - 5-3 3 3 3 8 - - 8-5 3 1 2-1 - 1 1 - - - - - - 3-56 58 2 32 26 6 23 6 3 2 6 6 - - - 3 - - - 9-156 168 12 64 104 11 33 21 7 4 35 28 7 17-3 - 20 1 16-29 29 0 18 11 2 7 5 2 2 4 2 2 - - - - 2 1 4 - - 15-10 5 2 6 2 2-1 - 1 - - - - - - 2 - & 98 111 13 50 61 11 19 5 4 3 28 24 4 6 - - 2 20 2 11-49 42 (7) 32 10 3 16 6 6 4 - - - - - - - - 2 3 2-12 - 7 5 - - - - - - - - - - - - - - 7-2 5 1 5 - - - - - - - - - - - - 1-95 98 3 35 63 8 22 11 7 5 19 14 5 - - - - 14-11 1 () 13 12 (1) 5 7 1 - - - - 11 11 - - - - - - - - 46 44 (2) 30 14 2 11 6 3 3 6 3 3 - - - - 3 2 8-19 19 0 11 8 2 1 5 2 1 1 1 - - - - - 1-1 5 37 32 (5) 22 10 3 7 5 6 3 2-2 - - 2 - - 1 2 1 A&P - 12-6 6 2 2 - - - - - - 1 1 2 - - - 4-10 7 (3) 6 1 1 1 - - - 2 1 1-1 - - - 1 1-23 80 57 44 36 4 4 3 2 1 3 3 4 - - - - - 3 56 25 22 (3) 17 5 3 4 2 1 1 5 2 3-1 1-2 - 2-38 33 (5) 21 12 3 7 5 3 1 5 3 2 - - 2-1 1 4 1-15 - 8 7 1 4 - - - 1 1 1 2-2 - 1 3-47 - 23 24 12 13-3 14 2 2 - - - - - - 3-5 5-3 2 2 1 1 - - 1-1 - - - - - - - - 3 4 1 3 1 1 1 1 - - 1 1 - - - - - - - - SK 251 225 (26) 138 87 4 56 26 23 10 30 12 18 20 3 3 4 10 4 30 2 SPM PLUS - 5-3 2 1 1 1 1 1 - - - - - - - - - - - HS 463 471 8 318 153 12 85 30 23 16 36 20 16 116 10 5 19 28-73 18 LBEST 64 57 (7) 34 23 1 16 9 11 4 5 2 3 - - - 4 - - 7 - - 11-11 0 2 5-1 1 - - - - - 2 - - - - - () - 48-31 17 3 - - - - 19 15 4 23 - - - - - 3-119 127 8 79 48 8 28 15 7 7 11 11-8 15 3 - - 2 18 5 94 91 (3) 41 50 8 27 9 7 4 12 8 4 - - - - 16-8 - 26 23 (3) 17 6 4 3 5 3-2 1 1 - - 3 - - - 3 - - 60-24 36 5 - - - - - 5 5 627 623 (4) 402 221 20 134 118 48 48 - - 46 32 5 110 110 99 94 (5) 55 39 8 31 13 6 6 8 5 3 - - - 3 2 1 11 5-3 - 3 0 1 1 - - - 1 1 - - - - - - - - - 1,362 1,391 29 785 606 36 272 192 61 61 203 85 170-224 148 29 30 1 23 7 8 5 5 2 2 4 2 2 - - - - - - 4 - () 52 43 (9) 20 23 3 - - - - 26 20 6 - - - - 13-1 - 17 16 (1) 14 2 3 3 4 2 1 1 1 - - - - - 1-1 - - 5-4 1 1 1 - - 1 - - - - - - - 1-1 - 25 28 3 15 13 2 8 5 2 2 4 2 2 1 1 1 - - - 2-64 62 (2) 41 21 7 15 7 5 4 8 4 4 1 1 3 1 2 2 6-4 3 (1) 2 1 1 1 1 - - - - - - - - - - - - - TBWA KOREA 221 202 (19) 99 103 7 55 28 24 12 22 16 6 2-2 2 14 5 27 2 57 64 7 43 21 5 29 6 4 3 6 3 3 - - 2 - - 1 8-118 119 1 79 40 4 24 9 6 4 7 3 4 18 21-3 7-13 3-45 - 20 25 6 9 6 1 1 - - - 9 - - - 7 2 4 - - 5-4 1 1-2 1 1 - - - - - - - - - - - 28 40 12 22 18 3 11 6 5 3 - - - 3 - - 2 - - 7-5,611 5,645 34 3,291 2,354 313 1,222 675 238 163 580 1,202 43 771 381 [ 3] (단위 : 명) (단위 : 명) : 15 40 : 60 6 9 6 9 7 57 : 43 4 3 4 3 () 14 0 : 100 0 14 7 7 8 13 : 87 1 7 4 4 51 10 : 90 5 46 28 23 () 6 67 : 33 4 2 2 4 15 27 : 73 4 11 8 7 18 11 : 89 2 16 14 4 45 13 : 87 6 39 20 25 8 25 : 75 2 6 5 3 & 24 25 : 75 6 18 12 12 9 22 : 78 2 7 6 3 2 50 : 50 1 1 1 1 19 26 : 74 5 14 6 13 () 6 17 : 83 1 5 3 3 15 0 : 100 0 15 13 2 1 100 : 0 1 0 1 0 1 0 : 100 0 1 0 1 1 100 : 0 1 0 0 1 3 100 : 0 3 0 3 0 1 0 : 100 0 1 1 0 7 29 : 71 2 5 6 1 2 0 : 100 0 2 0 2 13 15 : 85 2 11 4 9 SK 10 20 : 80 2 8 7 3 LBEST 11 27 : 73 3 8 4 7 () 13 0 : 100 0 13 9 4 28 4 : 96 1 27 18 10 29 17 : 83 5 24 12 17 67-67 67 24 17 : 83 4 20 13 11 194 36 : 64 70 124 98 96 8 0 : 100 0 8 5 3 () 14 29 : 71 4 10 1 13 3 33 : 67 1 2 3 0 4 0 : 100 0 4 3 1 5 40 : 60 2 3 2 3 10 10 : 90 1 9 5 5 TBWA KOREA 20 50 : 50 10 10 5 15 14 7 : 93 1 13 9 5 23 0 : 100 0 23 14 9 20 35 : 65 7 13 7 13 788-236 552 436 352 37 / 38 * 2015년 2월 1일 기준 * 2015년 인원현황 총계에 포함되는 광고회사는 2014년과 상이함을 밝힙니다.

2015 MARCH 광고계동향 ol.288 39 [ 4] 2014 (단위 : 백만 원) 1,054 CR 1,851 1,734 400 1,400 CR 990 100 112 84,749 39,009 22,834 20,194, 3,010 200 148 HS LBEST 24,549 10,773 CR (,,, ) 157,844 Shop 315,466 62 6,955 SP 17,991 7,386 4,299 2,856 CI 2,160 29,556 1,667 4,736 1,039 445 1,742 1,254 PPL 119 59 CR 52 POP & SP 15 4,184 529 Event(), POP(Unit), Shop Display 22,791 792 PPL 90 16 & Sales Promotion, Event, 1,719 PPL 2,054 232 188 CR 177 TBWA KOREA 2 70 G STAR 2014 30 5,145 3,163 POP 1,421 () PPL 20 2,400 pop 1,333 460 BI 40 A&P 300 4,236 SP 226, SP,, PPL 3,548 11,113 / 6,789 / 4,028 10,794 1,220 28,348, 3,685 ( ) 7,207 18 167 M/H 720 M/H 142 DM 958 482 921 CR ( ) 1,900 DM 35 (POP ) 844 28 SP 107

Research 2015 광고회사 현황조사 [ 5] /, Shanghai Nongshim Communications Co., Ltd 2014. 8 nongshim communications usa 2010. 1 2007 TCF, Mobizap 2011. 2 () () 1999 40 & 1999.11.12 2009.05.29 & 2001.9.17 () 2009. 6 () IPT () 2008. 1 (), 21 2014. 1 (),, 2010. 3 2010. 8 - - BTL 2014 2008. 12 () - - - BMB() 2008 ATL Cheil Pengtai() 2009 Digital TBG() 2009 Digital One Agency(UAE) 2011 McKinney() 2012 ATL Bravo() 2012 ATL Iris() 2014 2014. 3 PR,SNS [ 6] 2014 (단위 : 백만 원) () 637,,,,,, 3,005 4 2,482 4 6,000 4 318 / 4,921,,, T, 3,582, T,,,, 3,986, 153

2015 MARCH 광고계동향 ol.288 41 [ 7] 6 2010.01 / 3 2007.04 3 2014 Engagement Solution 4 5 - [ 8],, (/),, (/) Shanghai Nongshim Communications Co., Ltd nongshim communications usa PT. Daehong Communications Indonesia / 2 1 3 /LA 2 1 3 / 2 10 12 / 8 10 18 ( ) - - - SA&A /LA 9-9 IB America /LA 2-2 IB China / 3 15 18 / / / / / / / / / / / / / / / / / / / / / / / / UAE/ / / / HS / / - / / LA / /LA / / / / / 5-5 IWAu IWA IWCa IWB IWM IWE IWIt IWUK IWS IWF IWR / / / / / / / / / / / - UAE / / / / / / / / / / / / / / / / / / / / - IWTr / / IWI / / IWC-BJ / / IWC-SH / / IWC-CBAC / /

Research 2015 광고회사 현황조사 [ 9] (%) ( : ) 95 : 5 11 : 89 (%) ( : ) 1 : 99 0 : 100 42 () 86 : 14 60 : 40 0 : 100 1 : 99 0 : 100 0 : 100 13 : 87 () 62 : 38 76 : 24 0 : 100 89 : 11 88 : 12 0 : 100 0 : 100 & 67 : 33 0 : 100 0 : 100 12 : 88 () 99 : 1 0 : 100 0 : 100 A&P 0 : 100 0 : 100 0 : 100 0 : 100 0 : 100 0 : 100 SK 4 : 96 SPM PLUS 0 : 100 () 1 : 99 66 : 34 0 : 100 32 : 68 0 : 100 0 : 100 () 81 : 19 0 : 100 0 : 100 0 : 100 0 : 100 0 : 100 17 : 83 0 : 100 48 : 52 0 : 100 0 : 100 [ 10] 2009 HS() 2011.12 DDB Worldwide 1989.01 Asatsu-DK Inc. 2000.04 2010.01 WPP Group - - WPP Network,, ICOM 65 2011.1

2015 MARCH 광고계동향 ol.288 43 [ 11] (%) WPP 2000 100 () WPP 2012 100 WPP 1982 100 () Dentsu Aegis Network 2002 100 2013 Aegis group Dentsu Aegis Network 1999 100 2013 Aegis group DDB Worldwide Communication Group. Inc. 1999 94 Publicis 1991 100 & IPG 1990 100 Omnicom 2000 70 () Dentsu Aegis Network 2002 100 2013 Aegis group 2014 100 Publicis Groupe 1999 100 WPP 1989 JWT 80%(JWT): 20%( ) () Dentsu Aegis Network 2002 100 2013 Aegis group TBWA KOREA Omnicom 1999 100 Hakuhodo DY Holdings 1999 51 [ 12] Dentsu Korea 1999, iprospect Korea 2008, SEO full service () Isobar Korea 2000 Digital Media Full Service izeum Korea 2013 (, ) 2001 (, ) Dentsu Media Korea 2010 (, ) Carat Korea 2001 (, ) iprospect Korea 2008, SEO full service Isobar Korea 2000 Digital Media Full Service izeum Korea 2013 (, ) Starcom Worldwide 1998 Mediaest 2008 ZenithOptimedia 2011 ARC Worldwide Holistic Communication 2006 Universal McCann Media Planning & Buying 1999.11 McCann Healthcare Healthcare Marketing 2003.1 - & () () Momentum Sales Event / Promotion 2003.1 MRM Worldwide Relationship Marketing / CRM 2005.3 Commonwealth Advertising / Digital 2013.6 McCann Health Communications Medical Marketing & Medical Consulting - 2009.5 Medicomm Indix McCann Health Communications Weber Shandwick PR 2009.12 - Dentsu Korea 1999, Dentsu Media Korea 2010 (, ) iprospect Korea 2008 -, SEO full service Isobar Korea 2000 Digital Media Full Service Carat Korea 2001 (, ) 2010 Dentsu Korea 1999, Dentsu Media Korea 2010 (, ) iprospect Korea 2008 -, SEO full service Isobar Korea 2000 Digital Media Full Service izeum Korea 2013 (, )

Research 2015 광고회사 현황조사 [ 13] 2014 / / SPIKES ASIA 44 2014 Campaign Asia Agency of the Year Creative Agency of the Year - - / One four all, All four one Agency of the Year Gold Digital Agency / Korea Proximity Korea Creative Agency / Korea BBDO Korea AMES Finalist Intergrated Marketing Campaign Innisfree / Super olcanic Pore Clay Mask Super Rubbing Loving Party () Media Agency of the Year Gold Korea Media Agency - - Summit Creative Award Silver, Television Campaign T Asiana Airlines FLY TO [ ] HS - The Fred Hollows Foundation HPA color grading commercial 2014 Automobile Advertising of the Year Grand Prix Interactive HYUNDAI MOTOR AMERICA / Elantra Driveway Decision Maker if Design Award winner Communication Design / Communication Design / HYUNDAI MOTOR GROUP WHO AM WE? Mobius Loop Silver HYUNDAI MOTOR COMPANY / SONATA SONATA The brilliant Sound Project Outdoor KIA MOTORS / CERATO PICK OF THE DAY AdFest Internet Advertising Awards Top Agency Award Media Domino's Pizza Waterdrop Ad Design Wildlife Manage-ment Association TAPE FOR WILDLIFE OOH Lotus Kia Motors Australia Uncomfortable Moment - Pink of the Day The North American Effie Awards Winner ENGAGED COMMUNITY HYUNDAI MOTOR AMERICA The Walking Dead Chop Shop OC Advertising Awards Webby Awards Best in Show Best Integrated Mobile Experience HYUNDAI MOTOR AMERICA The Walking Dead Chop Shop Mobile & Apps HYUNDAI MOTOR AMERICA The Walking Dead Chop Shop Grand Prix Automobile Ad of the Year Elantra Driver Decision Maker One Show Pencil Mobile Branded Content HYUNDAI MOTOR AMERICA The Walking Dead Chop Shop New York Festival Film HYUNDAI MOTOR AMERICA / GENESIS Dad's Sixth Sense International Automotive Advertising Awards Catalog Sport KIA MOTORS / PRO_CEE'D GT The New KIA PRO_CEE'D GT: Driving Reloade Silver Campaign PT 3D TEK Touchable Yearbook AD STARS Crystal Direct Outdoor Giordano Hope on Display Euro Effie Awards Silver Automotive KIA MOTORS / Carens Growing Up Can Be Fun Turkey Effie /// Turkish Airlines Miles & Smiles Relaunch Campaign

2015 MARCH 광고계동향 ol.288 45 / Best In Show - - - Asia-Pacific Smarties Awards Gold Silver Cross Media Integration Brand Awareness Best App KIA MOTORS Game On Spikes Asia Branded Content & Entertainment Mobile KIA MOTORS Game On Media Federation Awards CLIO Winner Automotive Best Media Innovation Film KIA MOTORS HYUNDAI MOTOR AMERICA / GENESIS Game On Dad's Sixth Sense Sports HYUNDAI MOTOR AMERICA Lens of Loyalty Digiday Mobi Awards Best In Show Best Mobile App Brand Content HYUNDAI MOTOR AMERICA The Walking Dead Chop Shop Control Awards Best Brand of the Year 2nd Best Interactive Campaign - - - - / Silver Media S-OIL Neutral Sticker AdFest Mobile Unicef H.K. NFC Charity Stickers APAC Effie Gold Single Market Dongsuh Food Kanu_The smallest café in the world Astrid Awards Grand Brochures Samsung Samsung Profile 2013 Gold One Show Interactive Silver Mobile Applications Unicef H.K. NFC Charity Stickers Film Tui Travel UK and Ireland Simon The Ogre Silver Media Polish Red Cross ery Good Manners Cannes Lions PR Outdoor UNHCR Invisible People Design Mobile Samsung Electronics Smart Toys Gold Young Lion Sense International Donate Your Sense ARC Awards Grand Samsung Samsung Profile 2013 Gold Clio Sports Film Samsung Electronics Galaxy 11 Silver Direct Power Sleep PR CLIO Samsung Electronics Silver Alfred the Mobile Photographer Film Technique Life in Every Pixel Silver Design UNHCR Invisible People Mobile Soargon Please Take Me Home Healthcare Samsung Electronics Power Sleep Digital Soargon Please Take Me Home Spikes Asia Design Print & Poster Craft Stabilo (E-TEKLON) Judas Judas Media Halonix Halonix Safer City Project Direct Outdoor Salaam Baalak Trust The Light Bag.

Research 2015 광고회사 현황조사 / London Int'l Awards T / Cinema / Online Film Samsung Electronics I See Your Dreams Red dot Award Grand Prix Communication Design Grand Prix Kolon Corporation Gwacheon City Gyeonggi Province 4 Habitats Campaign presentation video FRIENDS OF NATURE REBIRTH AFTER READING Public Service Advertising UNHCR Invisible People Direct Aershan SIGNATURE BOTTLE 46 Gold Promotion Diverse insights UNHCR Invisible People Mobile Samsung Electronics Another Me Integrated UNHCR Invisible People Ad Stars Silver I. Craft Campaign presentation video Media Samsung Electronics Another Me Note Now Innovation Power Sleep Integrated Bernd Hummel GmbH Just ROO it Campaign presentation video Aershan SIGNATURE BOTTLE Innovation FRIENDS OF NATURE REBIRTH AFTER READING Direct Outdoor PR UNHCR Invisible People Campaign presentation video () Media Agencyof the Year Korea Media Agency - - 2014 KoreaNew Business League 1st Leading media agencies - - The Webby Awards Honoree Best Use of ideo or Moving Image Mom to Mom Movie Spikes Asia Finalist Outdoor Fanbot [ 14] *대행현황은 조사시점인 2월 기준임 () () / GSK UPI UNHCR () () GE ( ) ( ) ( ) Double A.

2015 MARCH 광고계동향 ol.288 47 () Ermenezildo Zegna Holdltalia KDB PIZZAHUT SK (SP) UNILEER YUHAN KIMBERLY (SP) () - () ( ) () ( ) / ( ) CSnet ( ) () ( ) AIA LG U+ 365MC () () ( ) () ( 3) () () P&G Menarini Korea Dongbu Group TOYOTA Canon ipopcorn Asahi LEXUS Marmot Callaway Belport JOE Fresh Nintendo Kolping Job Korea TAI GUK Pharm Pocky AJ Renta Car Philippines Tourism WMF _DSLR _/ _ Cigna.

Research 2015 광고회사 현황조사 & () ASML P&G(Whisper) P&G(SKII) () () HK UCB (,) (Galvus) (Mercilon) () SLP CJ ( ) ( ) ( ) ( ) ( ) ( ) LF () ( ) & Agrocomercial AS Limitada Cigna Crocodile International The Hershey Company Turkish Airlines ( ) (,) LG( ) (MAX) () SKT SSG.COM () KB () () () ( ) ( ) ( ) ( ) ) ( ) ( ) ( ) ( ) ( ) ( ) FedEx SALOMON ( ) ExxonMobil ( ) ( ) H&M Hasbro SA SAP SC Johnson ( ) ( ) ( ) ( ) Fendi Asia Pacific Ltd. LMH Fragrance & Cosmetics(Sing) Interservices & Trading SA -( ) () Les Ateliers Horlogers Dior SA FENDI SRL ( ) Bulgari Spa Celine Hong Kong Ltd. ( ) 48

2015 MARCH 광고계동향 ol.288 49 () ( ) ( ) ( ) ( ) ( ) ( ) ( ) A&P (PR) (,) KNN ( ) ( ) ( S-) ( ) ( ) BIC () ( 2 ) ( ) ( ) ( 2 ) ( ) ( ) ( 2 ) ( ) ( ) ( 3 ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) PF( ) ( ) IGM () SK () GM 2 ( )8282 SK SK SK SK SK 11 SK SK SK SK SK SK.

Research 2015 광고회사 현황조사 SK HS LBEST () () SK SK SK LG(DIOS) () KDB KKG LF LG/LG/LGU+ ( ) LG LS PNS PRADA () ( ) () () K2(K2, AOR) (// ) LIG F&B( ) GM IBK () LG LG() LG (LTE/tvG/070 ) () LG(CI) / KB (FIAT, ZEEP, ) ( ) ( ) ) ( ) ( ) ( ) () () ( ) ( ) ( ) ( ) ( ) AIA BC DST KB KB L&C (Dr. Jart) (Nescafe) (Nescafe Dolce Gusto) (Nestle Water) (Tefal) (,, ) HK SK CJ KCC KCC 웹사이트 제작 및 운영 50

2015 MARCH 광고계동향 ol.288 51 () ADT F&B BBQ KB / / KB, USA, CJ () CJ() kt SPC( ) () F&B() () () () - ( ) (G) GM () (PAT) () Adidas Reebok TaylorMade Beiersdorf Burberry Deutsche Bank Diageo Fox General Motors Mattel Philips - DAP British Airways Coach Genietree () K&L Lenovo Polo Ralph Lauren OffRoad Wisebirds 3M ChunHo Food Tonymoly Microsoft Fidelity Treksta GoodGamesStudio Shiseido EG () (POP) KT&G.

Research 2015 광고회사 현황조사 () LG() () 433() AXA CJ E&M ISA 500, TBWA Re:NK KOREA SK SK () () (NX) (GX) () () () () KDB KT (, C) (, ) BHC () YES24 () / & HP DHL ( ) AJ 52

2015 MARCH 광고계동향 ol.288 53 [ 15] FC 15 2006 Leports Communication 21 2005 / / 12 2012 Communication 11 2005 sports 10 2012 KOBACO 25 1986 17 2011, 23 2012 28 2012 18 2014 30 2014 11 2014 16 2014 Strike-D 8 2014 C.O.C 18 2015 14 2015 () KOBACO Adcup 11 2012.03 Maple 15-2012 A&P - 12 2009 HS LBEST TBWA KOREA - 20 2010.03-28 2010.01-23 2013.01 - - - - - - - - - - - - - - - - - - - - - - - - - - - - AE/AP Insight Touring 13 2012.02 AD Search & Watch Skill 12 Sr.AD 2012.02 CW Copy Forum / 12 CW 2012.02 - - - - - - - - - () () - - 1978 - - 1992 - - 2008 - - 2011 - - 2013 - - 2003 - - 2009 - - 2013 Cheil Snow & - - 2014 - - 2014 300 - - 2015 - - 2007 A Hyu - - 2013 - - 2011 - - 2012 - - 2014 ()- - - 2015 Rock Band - - 2011 - - 10 - - - 20 - - - 7 - - - 15 - - - 13-2015.01