OMD remains the top-ranked global media agency network in the latest Diagnostics Report from media agency tracking firm RECMA. It’s the third consecutive Diagnostics report in which the Omnicom-owned agency has been top ranked. A year ago the agency dethroned Dentsu’s Carat, which held the top spot for eight consecutive years.
In the new report, Mediabrands’ UM rose to second place, having previously been third-ranked. Rounding out the top five are GroupM’s Mediacom, Carat and Wavemaker, also part of GroupM.
OMD had a firm grip on first place with 10.7 “quali-share” points. UM scored 9.2 points, MediaCom, 8.7, Carat, 7.9 and Wavemaker, 7.8.
A Quali-share point is defined by RECMA as the ratio between an agency’s total points and the total score of the 17 global media agency networks that were assessed.
The report also ranked media agency holding companies with GroupM in the top spot followed respectively by Mediabrands, Omnicom Media Group, Publicis Media, Dentsu International and Havas Media Group. In the latest report Mediabrands rose a spot to 2nd place overtaking OMG which fell to third.
The in-depth assessment measures 19 different criteria including “vitality” metrics, such as competitive pitch performance, client portfolio growth and awards, as well as metrics evaluating “structure,” including group-wide specialized resources, international coordination of staff, client relations and data and analytics expertise.
RECMA doesn’t release details of specific agency performances in the different verticals it measures—that’s in the full report available for purchase.
The report assesses 700 media agencies across 47 international markets and is widely used by advertisers and agencies to monitor performance within the industry.