Omnicom’s OMD is top-ranked in
RECMA’s just-issued “Compitches 2012” report, which assesses media agency performance in competitive pitches around the world.
Interpublic Group’s UM was second-ranked in the 2012 assessment, while WPP’s MEC placed third, Dentsu’s Carat was fourth, and WPP’s MediaCom rounded out the top five.
The rankings take into account client budgets, contenders, scope of work, number of markets in the pitch and other metrics.
“The days when a media pitch was won on price alone are long gone, and thankfully so for agency and client alike,” stated Mainardo de Nardis, global CEO at OMD. “Today, clients are looking for creativity and innovation. This latest report from RECMA validates the commitment we have made over the past four years to elevating and assuring creativity and innovation all across the network.”
OMD was top ranked in four of what RECMA termed six “key” agency rankings including the overall ranking that covers 46 countries. OMD was also tops in an assessment that covered all countries outside the U.S., as well as the top 12 countries, and a separate evaluation that covered 11 countries in Asia.
The other key rankings included pitch performance over a three-year period (2010-2012) in which Carat was first and Publicis Groupe’s ZenithOptimedia was second. Rounding out the top five, respectively, were OMD, MediaCom and Mindshare.
For 2012, RECMA also evaluated performance in the top five European countries where MediaCom was first, followed in order by MEC, Havas and Initiative. Tied for fifth position were Mindshare and PHD.
The report also assessed pitch performance by holding company. WPP was first, followed by second-ranked Publicis Groupe. Omnicom was third and Interpublic was fourth, followed by fifth-ranked Dentsu.