Publicis Worldwide Takes 2018 Creative Agency Global Pitch Crown

Publicis Worldwide is the global winner in new business development among creative agencies for full-year 2018, according to an analysis by R3 Worldwide. Omnicom’s Goodby Silverstein & Partners was top-ranked in the U.S., per the R3 study. The rankings are based on estimated net new business revenue, which factors in accounts lost.

R3 did a similar analysis for media agencies, which found that MediaCom and Hearts & Science were the top-ranked global and U.S. shops, respectively.

For the year Publicis had estimated global net new business revenues of $200 million for 200 wins, including awards from Nestle and Adidas.

Sibling agency Leo Burnett was second globally, per the report, with $163 million in net new business revenues for 251 wins including new work from Wingstop and Samsung.

WPP’s J. Walter Thompson was third-ranked ($151 million/555 wins) and Dentsu Aegis Group’s Isobar was fourth ($131 million/567 wins). Rounding out the top 5 globally was McCann Worldgroup ($127 million/311 wins).

U.S. winner GS&P had estimated net new business revenue of $109 million for nine wins, including assignments from Pepsi, BMW and Liberty Mutual.

Burnett was second-ranked in the U.S. (as it was globally) with $54 million for 17 wins in the region including the aforementioned Wingstop.

Interpublic’s R/GA was third with $52 million for 45 wins including assignments from Ally Financial and Home Depot.

Publicis’ Saatchi & Saatchi was fourth with $49 million for 4 wins, including Procter & Gamble Fabric Care.

Isobar, fourth globally was also fifth-ranked in the U.S. with $40 million for 96 wins including assignments from Wired and Zwilling.

Globally, creative agency net new business revenue was up 2.4% to an estimated $2.05 billion. In the U.S., the comparable gain was 10% to about $743 million.

R3 reported that total global new business revenue (media and creative combined) was up 7.5% to $3.1 billion.

By holding company, Publicis Groupe led the pack with $723 million in new business revenue, followed by WPP, Dentsu, Omnicom and IPG.



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