Starcom tops RECMA’s global billings rankings, OMD is #2

20 Jul,2012

By A Correspondent

 

Media agency analyst RECMA has announced the publication of the 13th edition of its Global Billings Rankings report. As many as 865 agencies in 61 countries were evaluated and all the data (10 different indicators for each agency) were consolidated in a pivot table.

 

Industry indicators point to a sustained growth (+9.2 per cent) – a lower rate than in 2010 though (+13.8 per cent) – partly fueled by the continuing development of Digital activities within the agency core business.

 

In the global network ranking 2011, Starcom MediaVest Group holds the lead it took over OMD last year but with a very tiny gap (less than $0.2m). SMG increased its billings by +9 per cent (or +$2.8bn) while OMD posted a +9.8 per cent overall growth (or +$3bn).

 

Four networks recorded a double digit growth (vs. 11 networks last year): Maxus (+43.6 per cent), PHD (+17.5 per cent),ZenithOptimedia (+11.1 per cent) and Carat (+10.1 per cent).

 

As the undisputable industry leader, GroupM showed a below-the-average growth rate with uneven performances across the regions: low billings increase in the USA(+5 per cent vs. +10 per cent on average) but high in Asia-Pacific (+$2.3bn).

 

Internal hierarchy of the four WPP media networks remains unchanged: Mindshare, MediaCom, MEC and Maxus. The latter increasing its share thanks to strong performances in the USA (where it has doubled its billings), the UK and Germany.

 

On July 12, Aegis agreed to be acquired by Dentsu.  The takeover of Aegis by Dentsu provides is a perfect geographical fit and does not have any impact in the billings tables of this report.

 

However the addition of Dentsu Media Japan to Aegis Media’ global billings would allow this new Group to reach the third rank ahead of Omnicom Media Group (statement based on an estimated billing figure of $bn 10 for Dentsu Media Japan (about a quarter vadpends).

 

The full report is accessible to subscribers at www.recma.com via My RECMA link.

 

 

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