Agency new business activity picked up substantially in the first five months of 2021 after a quiet 2020 when marketer priorities shifted away from agency reviews due to the pandemic.
Consultant R3 Worldwide reports that net new agency business revenue in the U.S. roughly doubled from January to May of this year, to $544 million, with the number of reviews climbing nearly 60% to 309.
Globally, net new business revenue rose 47% to $1.3 billion, with reviews totaling 2,941, up 43%.
Among media agencies in the U.S., Publicis Media topped the R3 ranking for the period with $65 million in net new business. Wins included American Family.
Horizon was second-ranked with $37 million, and wins including Hershey. Zenith was third-ranked with $25.2 million and TD Bank among its wins. Rounding out the top 5: OMD ($20.5 million; The Home Depot) and Digitas ($19.6 million; Inspire Brands US).
Code and Theory, VMLY&R and BBDO were top three-ranked creative agencies in the U.S. according to the R3 tally.
Publicis Media also topped R3’s global media agency ranking with $129 million in net new business revenue for the period with Stellantis Global and Lindt & Spruengli Europe contributing to its win tally.
Wavemaker ranked second with $61 million and wins including L’Oreal India and JD.com China.
Zenith was 3rd with $54.7 million and Pet Culture Australia and 3 Bears Ukraine among its wins.
Rounding out the top 5: OMD ($50.7 million; Philips Global) and Havas Media ($41.1 million; UKTV).
Ogilvy, Havas Worldwide and VMLY&R were the top-3-winningest creative shops globally, per the R3 tally.