2015 was a dynamic year for account reviews amongst agencies globally, with 7000 individual reviews tracked in the R3 New Business League table. R3 Principal Greg Paull (left) says: “Marketers were constantly looking for the right mix of creative, digital, media and social partners, and this year was the most active we’ve measured to date. Despite the huge number of global media reviews in the last twelve months, we believe there could be a second wave this year as more and more marketers are seeking reassurance for their media value.”
*WPP, McCann, Mindshare dominate 2015 Global New Business
*More than 7000 accounts changing hands across 300+ agencies
*McCann finished Number One amongst all creative and digital agencies, ahead of DDB and Wieden + Kennedy
*Mindshare led media agencies, retaining Unilever and winning new assignments from General Mills and 120 others
*WPP led the Holding Company table with Omnicom the closest pursuer
WPP leads overall. Omnicom and IPG follow
WPP agencies led the way with $603m in total new business revenue, led by a strong performance from most of their creative agencies with more than 1500 assignments across six continents. This equates to 3.5 per cent of WPP’s revenues compared to Interpublic’s performance (5.5 per cent), Havas (8.2 per cent) and MDC (owners of Anomaly and 72andSunny among others) 8.4 per cent. Paull says: “MDC had more than their fair share of internal challenges at the holding company level, but the individual agencies had a strong year with wins including American Airlines, Unilever and New York Life.”
McCann leads amongst Creative and Digital Agencies
McCann Erickson was a surprise leader amongst all creative and digital agencies, winning more than 491 assignments across 60+ countries. “McCann continue to have so many business tentacles with which to build relationships, they continue to lead the way in prospecting,” says Paull. Closely following the IPG agency was Omnicom’s DDB and independent Wieden + Kennedy. “Wieden won twenty times fewer accounts as McCann but in securing big wins from Unilever, Nurofen and Samsung, they were able to close the gap” Paull says.
Mindshare takes top spot amongst media agencies
WPP’s Mindshare led the way amongst media agencies, despite winning far fewer assignments than second placed OMD or third placed Carat. “Mindshare retained the world’s second largest advertiser, Unilever, in most markets, and expanded into General Mills, and other regional assignments” says Paull. All of the top ten media wins to change hands in 2015 were part of the so-called “Mediapalooza,” a series of 22 global reviews through the summer of 2015.
R3 Worldwide is a leader in global, regional and local consulting on best practice in marketing effectiveness and efficiencies.