BUSINESS TRACKER No Unilever but Carat wins big elsewhere
AGENCY SUPERLEAGUE: Q1 WINS Agency
Key local wins 1. CARAT 2. Initiative 3. Mediaedge:cia 4. Mediacom
5. ZenithOptimedia 6. OMD
8. PHD
9. Maxus 10. UM
11. MPG
J.M. Smucker (US); Wyeth (US): Nivea (US); Ferrero (Hungary); China Telecom (China); Telenet (Belgium)
Merck & Co (US)
Chrysler (GCC, China); Amway (China); Colgate (India); South Australia government (Australia)
Revlon (US); COI (UK)
Loblaw/Weston (Canada) Masan Foods (Vietnam) Reckitt Benckiser (China)
7. Starcom Mediavest Turner Broadcasting (US); CBS Fims (US), Advanced Auto Parts (US), Mars (Italy)
— BT (UK); Chrysler (Australia)
Panasonic (Australia); Unilever (Australia) Panasonic (US); EDF (UK)
Q1’S BIGGEST MOVERS RECMA’S TOP 25 Brand
1. Unilever 2. Merck 3. Bayer 4. COI
5. Wyeth 6. Aviva 7. Honda
8. Turner Broadcasting 9. EA
10. Gov’t Canada 11. BT
12. Nivea 13. Revlon
14. J.M. Smucker 15. ING Direct 16. Tylenol/J&J
17. George Weston 18. Telenet
19. De Agostini 20. Panasonic 21. Bacardi 22. Geox
23. State Bank of India 24. Hoover 25. GM India
Measuring agencies on their strength in winning business worth $10m+ Key regional/global wins
Deutsche Bank (APAC); De Agostini (Europe); Money4Gold (Europe)
Unilever (Latam, Russia) Bacardi; Wrigley (Asia)
EA (Europe); Universal Music (EMEA) Aviva; Geox Coty (US); Samsonite & Dr Oetker (Argentina); Henkel (Korea) AXA (APAC); Fonterra (APAC) Honda (Europe); Marina Bay Sands (APAC)
Unilver (Eastern Europe) Shangri-la — —
Source: Agency & industry reporting, for account wins announced between 1 January 2010 and 31 March 2010; total value is only takes into account wins worth $10m+
Spend ($m)* 3,500 600 400 400 250 250 210 155 120 105 105 100 100 85 78 60 57 50 45 41 35 31 30 30 30
Source: RECMA, * spend is based on industry reporting
KEY: KR: KR Media (Fr), MEC: Mediaedge:cia, MD: Media Direction, MS: Mindshare, INI: Initiative, SMV: Starcom MediaVest Group, ZO: ZenithOptimedia;
RECMA is an international research company, evaluating the media agency industry worldwide. Through its direct contact with over 600 media agencies in 40 countries, RECMA classifies agencies in three categories (Dominant, Good profile, Average profile) according to their competitiveness in pitches, billings share growth, attractiveness, dynamism of the management, interactive resources and several other criteria. For more information visit
www.recma.com
14 M&M Q2 2010
For the latest account moves go to
mandmglobal.com
Winners
GroupM GroupM Carat ZO
SMV SMV
MediaCom Cossette Maxus Carat
MediaCom Carat
Y Media
ZO, PHD Vizeum Carat MPG KSL ZO
Allied
Empower Madison
Losers
MS, PHD, INI — INI
ZO, MPG, SMV
OMD, IPG, AEG, SMG Carat, SMV, i-level —
OMD, IPG, ZO, MS, KR INI, MEC, ZO —
INI —
SMV
OMD Carat
MediaCom —
Martin Agency Deutsch —
ZO
OMD, MediaCom, MPG Horizon UM
MPG —
Ingenuity, Martin Agency —
Although it happened early on the quarter, the biggest story remained the Unilever pitch, which skewed the Agency Superleague results this time around in favour of its winners. Just who won the business was not the story, rather the fact that very little had changed despite a review process that lasted months and rumours that bigger changes were afoot. When all the talk is about commoditisation, the announcement did no favours. Looking at the other major moves of what is traditionally a quiet quarter, it wasn’t all about retention, although further consolidation can be seen. As the year progresses, it will be interesting to see how many brands choose to pitch after the frenzy of last year; and how much others have been put off.
www.mandmglobal.com M&M VIEWPOINT
Unilever’s ‘new’ agency relationships dominated the wins for Q1
Approx value ($m) 831
773 742
720
610 275 232
130 125 74 61
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