SMG Remains World's Largest Media Agency Net, Combined Aegis/Dentsu Ranks No. 3
Publicis’ Starcom MediaVest Group once again is the world’s largest global media services network, but Omnicom’s OMD unit is nipping at its heels, according to new estimates by Paris-based RECMA. Both agency networks tied with a 10.7% share each of the global media agency network marketplace, as defined by RECMA.
Publicis’ ZenithOptimedia Group ranked third with 10% share of the marketplace, but actually had a higher rate of growth in 2011 -- increasing its billings to $31,896 billion, an 11.1% increase over 2010.
SMG’s billings grew 9% to $34,288 billion, while OMD’s rose 9.8% to $34,111.
ZenithOptimedia was one of four networks to expand at double-digit rates in 2011. The other three were WPP’s Maxus, which soared 43.6% to $6.875 billion, Omnicom’s PHD (+17.5% to $10.658 billion), and Aegis’ (now Dentsu’s) Carat (+10.1%).
“As the undisputable industry leader, GroupM showed a below-the-average growth rate with uneven performances across the regions,” RECMA said upon releasing the report, adding, “low billings increase in the U.S. (+5% vs. +10% on average) but high in Asia-Pacific (+$2.3 billion).”
RECMA noted that the “internal hierarchy” of WPP’s four media networks -- Mindshare, MediaCom, MEC and Maxus -- “remains unchanged,” even though Maxus soared in large part due to strong performances in the U.S., U.K. and Germany.
RECMA also noted that Dentsu’s acquisition of Aegis, the parent of Carat, “is a perfect geographical fit and does not have any impact in the billings tables.
“However, the addition of Dentsu Media Japan to Aegis Media’ global billings would allow this [combined] group to reach the third rank ahead of Omnicom Media Group.
Recent MediaDailyNews Articles
-
Aereo Is Not Just For Cord-Cutters May 23, 6:34 p.m.
Are cord-cutters most likely to subscribe to Aereo? Not necessarily, according to early returns. CEO Chet ... -
Cars.com Drops Flag On NASCAR.com Sponsorship May 23, 6:25 p.m.
Cars.com has a need for speed. The site has a deal with Turner to sponsor a ... -
Worldwide Pay TV On The Rise, Big Growth In Asia May 23, 4:17 p.m.
North American pay TV subscribers may continue to show little or no growth for the first ... -
Activision Blizzard's Campaign Wins Grand Effie May 23, 4:12 p.m.
Video game marketer Activision Blizzards’ ad campaign “The Vet and the nOOb” for "Call of Duty: ... -
Mag Bag: Bonnier, Source Interlink Swap Mags May 23, 4:09 p.m.
Enthusiast publisher Bonnier Corp. continued wheeling and dealing this week with the purchase of a biker ... -
Madison Avenue Is Mad As Hell, March Mad: Takes More, Not Less Network TV May 23, 7:46 a.m.
Demand for network TV advertising, which had been lagging so far this year, surged in April ... -
NY1 Show Goes National May 22, 7:32 p.m.
Time Warner Cable (TWC) will begin distributing a show about Broadway and theater at large to ... -
TV Model: Nets, Stations Split Retrans 50/50 May 22, 6:02 p.m.
Gray Television CFO Jim Ryan suggested that networks may capture more than half of an affiliate’s ... -
Newspaper, Magazine Ad Fortunes Continue To Decline May 22, 5:59 p.m.
The release of fourth-quarter figures for newspaper advertising and first-quarter figures for magazine ad pages earlier ... -
Equifax Taps Dentsu's 360i As Lead Agency May 22, 5:24 p.m.
Data collection company Equifax has selected Dentsu shop 360i to be its lead agency -- for ...
Be the first to comment on "SMG Remains World's Largest Media Agency Net, Combined Aegis/Dentsu Ranks No. 3"
Leave a Comment