Data Center: 'Global Accounts' ranks Unilever first

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Unilever assigns more business on an international basis, working with nine agency networks from six holding companies, than any other global marketer.

On the agency side, McCann-Erickson Worldwide, owned by Interpublic Group of Cos., closely followed by Havas' Euro RSCG Worldwide and Grey Global Group's Grey Worldwide, handle more international assignments than any other network.

Those are some findings of Advertising Age's 19th annual Global Accounts report, previously called World Brands, which tracks 326 global marketers' assignments to 25 international agency networks in five or more countries. The entire 27-page report, compiled by Ad Age's DataCenter with input from the agency networks, may be downloaded as a .pdf from AdAge.com by using QwikFINDaan93m.

The country-by-country data are presented both by marketer and by agency network.

The survey reflects this year's biggest account shifts, such as Reckitt Benckiser's move from McCann to Euro RSCG and WPP Group's J. Walter Thompson Co. And after Bates Worldwide's recent loss of Wendy's International to McCann-Erickson in the U.S., one of five markets where the Cordiant Communications Group network handled Wendy's, Bates will lose its Wendy's listing in the next survey because it no longer handles Wendy's in the minimum five countries.

At the holding-company level, WPP is in the lead with the most multinational assignments, closely followed by Publicis Groupe (which now includes Bcom3 Group), and Interpublic.

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