Omnicom has wiped the floor with its rivals in the 2016 new business stakes, according to marketing consultant R3 Worlwide. Unlike 2015 creative and digital reviews took precedence over media reviews by value but Omnicom agencies topped both tables as well as the holding company one. In total it added nearly $1bn of new business, equivalent to 6.5 per cent of its previous revenue.
R3 collected and individually ranked more than 8,000 new business wins across creative, media and digital agencies globally, covering nearly $3b in revenue. R3 principal and co-founder Greg Paull says: “Despite 2015’s numerous headlines dubbing it the year of ‘Media-palooza,’ we’ve actually seen more overall activity this year across the board. 2016 saw a 16 per cent increase in the number of media agency new business wins, and a nine per cent increase for creative agencies.”
WPP came second (which is never good enough for WPP) with a particularly weak performance by its media agencies. MediaCom, its biggest, went into reverse in 2016, losing £2bn VW to Omnicom’s table-topper PHD which also won most of Unilever. Omnicom’s new Hearts & Science media agency followed, winning Procter & Gamble and AT&T in North America.
Creatively BBDO and DDB led the field ahead of WPP’s Ogilvy. Droga5 and, surprisingly perhaps, Dentsu’s Mcgarrybowen also made the top list.
Here are some excerpts from the full R3 report.