Client Diversity & Agency Strategy

• Agencies with more publicly disclosed clients tend to work across more market segments.
• This indicates that client diversification is a common strategy, likely to spread risk and expand expertise.
• However, some agencies focus on fewer segments, suggesting successful niche specialization is also viable.

Network vs. Independent

• While there are more independent agencies, network agencies often have larger employee counts and tend to work with more clients across more segments.
• This suggests network agencies may have broader resources and reach, but independents may offer more specialized or personalized services.

Size vs. Client Range

• Agency size doesn't always directly correlate with the number of publicly disclosed clients.
• Some smaller agencies report a high number of clients, suggesting efficient operations or niche expertise can be competitive advantages.

Top 10 Explorer Clients:

1. Heineken (41 agencies)
2. Adidas (37 agencies)
3. Nike (37 agencies)
4. ABN AMRO (31 agencies)
5. Gemeente Amsterdam (27 agencies)
6. KPN (27 agencies)
7. Samsung (27 agencies)
8. The Coca-Cola Company (27 agencies)
9. KLM (25 agencies)
10. Philips (24 agencies)

Client Reach:

• Despite being 50% of agencies, those with 11-50 employees have already worked with 82% of clients.
• Larger agencies (201+ employees) may work with fewer unique clients, but likely have bigger accounts.

Specialisation vs. Generalisation:

• Smaller agencies are managing to capture a significant portion of clients, suggesting that specialisation or niche services can be effective. Larger agencies might be focusing on bigger, more complex projects or longer contracts.

Client Market Segments Insights

B2B vs. B2C Focus:

• Consumer-focused segments (Food & Beverage, Media & Entertainment, Fashion & Apparel) dominate the top of the list.
• B2B segments like Industrial & Manufacturing and Professional Services have moderate representation and might be underserved.

Service Diversification:

• In segments where many clients work with multiple agencies (e.g., Insurance, Luxury Goods), there may be opportunities to either specialise and coexist with other agencies serving the same client, or to expand offerings to become a one-stop shop for clients.