OMD remains the top-ranked global media agency network in the latest Diagnostics Report from media agency tracking firm RECMA.
It’s the sixth consecutive Diagnostics report over three years — there are two editions each year — in which the Omnicom-owned agency has been top-ranked.
In the spring of 2021 the agency dethroned Dentsu’s Carat, which held the top spot for eight consecutive years.
In the second edition of the 2023 report published last week, OMD widened its lead over its nearest competitor to a record level, resulting in a score differential between OMD and the second-ranked agency that exceeds the spread between the second and eighth ranked agencies. It was a performance that led RECMA to declare the network as “one strong leader ahead of an eight- agency pack.”
The 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. Each edition of the report evaluates performance over a three-year period.
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 assessed 676 media agencies across 45 international markets and is widely used by advertisers and agencies to monitor performance within the industry.
While OMD widened its lead, there were shifts in the top rankings. Interpublic’s UM rose two spots to second place overall compared with the last edition, issued in the spring.
GroupM’s EssenceMediacom fell a notch to third while Initiative rose one spot to fourth. Havas was also up a notch to fifth. Carat fell from third to sixth.
Rankings are based on the accumulation of so-called “quali-share points,” which RECMA defines as the ratio between an agency’s total points and the total score of the 17 global media agency networks that were assessed.
OMD Worldwide CEO George Manas stated, “These results demonstrate OMD’s ability to combine platform, people, and process to create what’s next for our clients.”