O&M and PHD Stay Ahead in New Business Wins

Creative and Media Account Moves in China in August and September 2010

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BEIJING (AdAgeChina.com)—Over the past two months, Ogilvy & Mather has continued to pile on the wins and maintain the No. 1 spot in the ranking of new business wins among creative agencies in China. It has picked up business from local marketers such as Buzba, a Fujian-based sports shoes company, and China Telecom, as well as international firms like Dumex.

Greg Paull
Greg Paull

BBDO Worldwide moved into second place last month by winning new business from Johnson & Johnson, Mars and Park Place, a property development company, said Greg Paull, a principal at independent marketing consultancy R3 in Beijing.

Grey Group dropped to third place with some small below-the-line wins this month and projects from Osim and property giant Vanke, while fast mover Saatchi & Saatchi moved up to fourth place with new business from Sanofi-Aventis.

Among media agencies, PHD is still the dominant player after winning Unilever's consolidated media business at the beginning of the year and smaller accounts from marketers like Porsche and Langham Hotels—but it will lose that top spot to Mindshare, which picked up L'Oreal's media business in China last week. The current ranking is based on 2010 wins through the end of September.

Carat holds the No. 2 spot with wins from NBA and Timberland, followed by MEC, despite the recent loss of Wrigley to Starcom, and in fourth place, MPG, which has won new business from Cigna.

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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