No one will ever describe 2010 as a banner year for the ad business. Despite the recessionary headwinds, however, the Big Four holding companies managed to grow their share prices and revenue. And, in most cases, their honchos saw their total pay—a combination of salary, bonus, and stock—rise handsomely. Total comp for WPP boss Martin Sorrell, for example, jumped 69 percent amid share price growth of 28 percent and a revenue gain of 7 percent. The sole exception was Publicis Groupe, whose top earners, including CEO Maurice Lévy, waived bonuses to show solidarity with underlings, shrinking their comp below the Top 10. It was just a deferral, though. Publicis will pay out those bonuses in 2011.