Window sent inquiries to 50 agencies of varying sizes and got responses from just nine, two of which declined to participate. Much of the change has happened due to the consolidation of the advertising industry by holding companies that have, themselves, instituted such policies. Other recent mergers, including the formation of Bcom3, will provide benefits to agencies as they join the group. Advertising has lagged behind other sectors in extending such benefits, including the oil industry, film, publishing, high technology and education. Advertising agencies can be very conservative institutions.
Culture has a large impact on such policies as well.
The number one advertising agency in the world by gross income and the fifth largest agency group is Japan's Dentsu Inc., which does not offer protections or benefits to gay employees. Sexual orientation is not taken into consideration. It is therefore a legal issue, not one that can be decided on a company by company basis. Since marriage between same-sex couples is still not recognized here, the partner of a gay employee would not receive health care benefits. Hokuhodo, the world's 11th largest agency echoes Dentsu's sentiments.