According to the latest global benchmarking study New Business Barometer H1 2017 from COMvergence, which covers the period of Janaury to June 2017, MediaCom leads the way in new business for media agencies.
MediaCom’s position can be explained in part by its two new global client wins (Walgreens-Boots and PSA Peugeot-Citroen) generating incremental billings of +$1bn.
The agency retained two major local clients (FAW Volkswagen in China and P&G in Germany), while other GroupM agencies MEC (now Wavemaker) and Mindshare finished in the top five in third and fifth place respectively. Starcom are second, while Dentsu x (formerly Dentsu Media) made up the top five.
This study is built upon the assessment of 500 media pitches and moves completed between January and June 2017 in 21 key markets (Argentina, Australia, Canada, Chine, Denmark, Finland, France, Germany, India, Italy, Mexico, Middle-East, Netherlands, Norway, Poland, Russia, South Africa, Spain, Sweden, UK and USA), which amounted to more than $10.5bn.
Interestingly 22% ($2,4bn) of the total accounts won or retained are handled by independent agencies. The most successful ones being Horizon Media (US), Mediaplus and Pilot (Germany) and Madison Media (India).