BEIJING (AdAgeChina.com) -- DDB kept its leadership position in December, ending the year as the agency in China with the most new business in 2009.
The Omnicom agency won more than thirty assignments totaling $51 million from marketers like Volkswagen Group, Acer and Reebok, making 2009 its strongest new business year to date in China, said Greg Paull, a principal at independent marketing consultancy R3 in Beijing.
Saatchi & Saatchi, the leader throughout most of the year, hung on to second place, with wins in China from advertisers like Amway and Merck Sharp & Dohme Corp.
Among media agencies, ZenithOptimedia finished the year on top, in one of its strongest years for new business, despite the loss of Hewlett-Packard. The agency claimed additional business from existing clients such as L'Oreal and China Mobile, and picked up work from new advertisers such as Mars and Perfetti Van Melle, bringing its year-to-date new billings to $237.2 million
The No. 2 player, OMD, "had far fewer wins, but more than its fair share of big ones," Mr. Paull said, including PepsiCo and Danone. Carat and Universal McCann finished third and fourth, respectively.
The ranking is based on 2009 wins through December 2009. R3 compiles agency account wins in China each month for Ad Age China. The new business tally is based on 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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