OMD Tops In Agency Competitiveness Report
Omnicom’s global media agency network OMD came out on top in analyst Recma’s latest Network Diagnostics report. The study measures competitiveness in pitches, momentum, specialized
resources and client profiles. It’s the third consecutive time that OMD has been ranked No. 1.
Mainardo de Nardis, CEO OMD Worldwide, stated that the ranking, combined with
other recent awards, such as winning the media Grand Prix at Cannes last June, reinforces the shop’s “commitment to delivering integrated and innovative media and marketing
solutions” to its clients.
OMD is also the largest global agency network by billings, with more than $31 billion, according to Recma’s latest billings assessment, issued last
July.
Aegis Group’s Carat placed second in the new Diagnostics report, followed in order by WPP’s MediaCom; WPP’s MEC; Publicis Groupe’s ZenithOptimedia;
WPP’s Mindshare and Publicis’ Starcom SMG.
OMD and Carat also placed first and second, respectively, in the U.S., which Recma notes is heavily weighted in the report.
Recma bills the report as a “qualitative evaluation” that assesses performance and resources across 46 countries, with the top 12 countries accounting for nearly
three-fourths of an agency’s overall ranking.
The report evaluates global agencies against a set of 14 key performance indicators segmented across the four broad categories
cited above. Short-term billings growth and the full impact of wins and losses throughout the assessment period help determine an agency’s momentum score. Factors considered in a shop’s
client profile include size -- “big advertisers are key,” the report indicates -- and client loyalty.
The resource evaluation includes an examination of an agency’s
digital and diversified services, as well as the key clients utilizing those offerings.
Access to the nearly 150-page report requires a subscription. An extract is available here.
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