COMvergence: Global New Business Barometer 2016 Reveals Top Performing Agencies in Pitches

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Latest Benchmarking Report by COMvergence puts Omnicom and PHD on top (Scroll down to download)

February 28, 2017: According to the latest report from COMvergence, the independent international research company tracking the global Marcom industry, Omnicom Media Group came out as the top holding company in new business in 2016, with its PHD network placing first out of all agency brands. 

The RADAR report 'New Business Barometer' provides an in-depth analysis and assessment of 900+ major media pitches & moves completed during the year 2016 at a global, regional, or local level – covering 12 key countries: USA, Canada, Mexico, UK, Germany, France, Italy, Spain, Russia, India, China, and Australia. Country and global agency rankings are provided – based on total new business results (new clients – losses + retentions).

The top six holding companies were Omnicom Media Group in 1st place with +$5.4bn in total new business result, followed by Publicis Media (+$2.5bn), Dentsu Aegis Network (+$1.7bn), Havas Media Group (+$870m) and Mediabrands (+$700m). Group M placed 6th as a result of the loss of Volkswagen and AT&T.

OMG recorded a positive total new business result in all 12 countries, while PHD prospered thanks to the global win of Volkswagen. In the US, the group showed the strongest performance with the massive win of AT&T assigned to OMG's third new network, Hearts &Science.

The top five media agency networks were PHD in first place with +$2.6bn in total new business result, followed by Hearts & Science (+$2bn), Zenith (+$1.7bn), Carat (+$1.2bn), Starcom ($1.05bn). 

Among the key takeaways from this research study:

  • In 2016, there has been a great majority of local pitches from international clients in most of the top 12 markets (Bayer, BMW, Coca-Cola, General Mills, H&M, Henkel, IKEA, KFC, L'Oréal, Mars Inc., P&G, Nestlé, PepsiCo, Pfizer, etc.
  • In 10 countries out of the top 12, local pitches represented a majority of total media spend reviewed – Global / regional reviews were dominant only in France and Italy.
  • The average retention rate (in terms of total spend reviewed across the 12 key countries) was 31% - with some variations in China (58%) against Australia, Italy, Mexico (below 20%).

About COMvergence

COMvergence is a new independent and international research company whose purpose is to scan and measure the performances and strategic developments of the international marketing services groups – and more particularly their creative, digital and media global agencies - through four key metrics: new business performances, headcount & market shares, talent flows, and mergers & acquisitions. Benchmarking reports are released quarterly. COMvergence's primary objective is to deliver to all professionals involved in the advertising industry high value products and services, with real insights and analysis, in a modern format that can be easily manipulated and customized.

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