GLOBAL, AUGUST 2, 2013 – For the third consecutive year, Starcom MediaVest (SMG) topped RECMA’s 2012 global agency billings report in a year when global media agency billings grew 9.3% to a little over US$340 billion.
In the 61-market ranking, the Publicis Groupe network saw its billings rise 13.3% to just under $40 billion in 2012, while second-placed OMD grew 10% to a little over $37 billion.
With ZenithOptimedia, another Publicis network, rounding out the top 3 slot, the three agencies have demonstrated the enormous clout the newly announced Publicis-Omnicom merger would have on the global media landscape if the deal wins regulatory approval and conflict clients from Coca-Cola and Pepsi Cola, competing auto brands among others remain with their respective shops.
The three account for just over $109 billion or 35.6% of the $340 billion in 2012 global media agency billings. The top 3 networks combined have bested previous leader, the WPP-owned GroupM, which now commands 28.1% of the total market.
SMG Global chief executive director Laura Desmond said: “We are gratified to work with some of the greatest brands in the world and this ranking reflects our success in using creativity and technology to put the consumer at the center of everything we do.”
Olivier Gauthier, RECMA’s partner, head of research, added: “In terms of growth rate 2012 vs. 2011, SMG performed better than the industry average (10%) and led the global league with an industry share of 11.5% (increasing by 0.5pt vs. 2011). SMG also had strong domination in North America with a 17.4% industry share that is six more points than its nearest competitor.”
There was little movement in the rankings as ZenithOptimedia, Mindshare, MediaCom, Carat, and MEC retained their previous rankings as the third, fourth, fifth, sixth and seventh best billing agencies respectively.
Havas Media, however, has overtaken Interpublic’s (IPG) UM for the 8th slot after increasing its billings by 9%, pushing UM into 9th place. IPG stable-mate Initiative rounded out the top 10 slot.
Dentsu’s acquisition of the Aegis network, which was only finalized this year, did not have a material impact on the rankings, commanding 11.4% of the global market followed by Interpublic’s Mediabrands (9.6%) and Havas Media (5.2%).
