Fourteen advertisers shifted a combined $1.3 billion in domestic media accounts in August, eclipsing the $818 million in account turnover in July, according to the MAP Barometer. There were three
$200-million account changes in August: Hyundai dealerships, formerly handled by Bates Worldwide, to Richards Group; Johnson & Johnson, whose print buying moved from Advanswers to OMD; and Wendy's,
which moved its ad account from Bates to McCann-Erickson. Year-to-date, $6.97 billion worth of media billings have changed agencies. "August was busier than many people had expected," said Jim
Surmanek, Chief Executive Officer of MediaAnalysisPlus, which publishes the MAP Barometer. "Advertisers continue to raise the bar for performance from their media agencies. It's a sign of the economic
times and a byproduct of advertiser consolidation."
