BEIJING (AdAgeChina.com) -- Despite parting company with Chinese dairy Mengniu, Saatchi & Saatchi held on to the top spot in the ranking of new business wins for creative agencies, followed by Bates, Y&R and DDB.
BBDO won the most new business among the creative agencies in June 2009 with assignments for Yum Foods, Adidas, Godiva and LVMH's Tag Heuer, said Greg Paull, a principal at independent marketing consultancy R3 in Beijing. BBDO's Proximity Live division "is doing a great job on luxury in China."
Among media agencies, ZenithOptimedia and Carat have each generated four times more new business growth than any creative agency, "reflecting the importance and focus on media in recent years in China and the growing trend for handing out smaller creative projects, rather than creative agency-of-record arrangements." Mr. Paull said.
ZenithOptimedia kept the top position in the media agency ranking, after picking up Red Bull and some large local accounts. Carat's global Nokia victory in June pushed that agency into the second spot in China, closely followed by Mindshare and Universal McCann.
The ranking is based on 2009 wins through the end of June. R3 compiles agency account wins in China each month for Ad Age China. The new business tally uses data supplied by 26 multinational agencies on a monthly basis. The data is compared to advertisers' estimates and Nielsen's ad spend figures, discounted to appropriate levels and converted to a revenue estimate.
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