O&M and PHD Stay Ahead in New Business Wins

Creative and Media Account Moves in China in July 2010

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BEIJING (AdAgeChina.com) – The ranking of the top four creative agencies in China-- Ogilvy & Mather, Grey Group, DDB Group and M&C Saatchi,--by new business wins is unchanged from June, said Greg Paull, a principal at independent marketing consultancy R3 in Beijing.

O&M held on to the top spot in part by winning business from Tencent Holdings, which has grown into China's largest internet portal, mostly through the popularity of its QQ.com instant messaging service.

The fastest-moving agency was Saatchi & Saatchi, which moved up two spots to fifth place through new business from marketers like consumer electronics maker Konka Group Pernod Ricard, which hired the agency to handle below-the-line marketing for Chivas Regal in China. Chivas Regal is the leading whisky brand in China.

Greg Paull
Greg Paull

Among China's media agencies, PHD continued to hold on to the No. 1 spot through its massive Unilever coup at the beginning of 2010, and more recent Porsche win. The German luxury car company appointed the Omnicom Media Group agency globally in late May.

Carat, with more business from the National Basketball Association and MEC, by expanding its relationship with Mercedes, filled the second and third slots.

The ranking is based on 2010 wins through the end of July. 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.

Credit: R3
Credit: R3

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