Media agency tracker RECMA is out with a new report detailing major media agency account wins and losses for full year 2016 and finds that Omnicom Media Group (PHD, Hearts & Science, OMD) turned in the best performance with net new business wins totaling an estimated $4.4 billion (estimated billings), according to sources with access to the report.
The net new business figure is derived by subtracting total losses from total wins and excludes retentions. According to the report, sources said, OMG had total wins of $5.3 billion and losses of $810 million. Retentions were around $500 million. Highlights included PHD’s $2.3 billion Volkswagen win and Hearts & Science’s $2 billion AT&T award.
RECMA’s “Major Wins” report covers more than 900 account pitches globally throughout 2016.
OMG had the second-highest win total by billings and also the second-lowest loss total, giving it the best net new business score.
GroupM (Mindshare, MEC, MediaCom and Maxus) had the highest win total — nearly $5.7 billion. But its losses were even greater — nearly $6.7 billion, according to the report—including the Volkswagen and AT&T accounts that Omnicom picked up. Thus, GroupM ended up with a net new business decline of a little more than $1 billion. It retained about $2.3 billion during the year, per RECMA’s tally.
Havas Media Group ended up net new business positive for the year. Wins totaled $950 million with losses of $478 million for a net figure of $472 million.
Dentsu Aegis Network also ended up in the plus column with $1.8 billion in wins, and nearly $1.5 billion in losses for a net tally of just over $370 million.
Mediabrands also ended the year in positive territory with a little over $1 billion in total wins, and more than $800 million in losses for a net of about $190 million.
Publicis Groupe, like GroupM, ended the year in negative territory. Wins totaled nearly $3.2 billion, while losses amounted to $4.5 billion for a net decline of approximately $1.3 billion.