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.
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.
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.
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