O&M and PHD Stay Ahead in New Business Wins

Creative and Media Account Moves in China in November 2010

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BEIJING (AdAgeChina.com) -- With 2010 nearly over, WPP's Ogilvy & Mather tightened its grip on the top spot for new business wins among creative agencies in China in November.

Despite the recent loss of some China Unicom business from its Ogilvy Raynet division to Dentsu, the agency won more than twenty new assignments last month, from companies like OPPO Electronics Corp., an electronics manufacturer based in Dongguan in southern China, and Marie Claire, said Greg Paull, a principal at independent marketing consultancy R3 in Beijing.

Greg Paull
Greg Paull

Omnicom's BBDO Worldwide dropped to second place with several wins like the Platinum Guild International organization's Chinese marketing business and no significant losses last month. Its sibling agency DDB Worldwide slipped to third place, despite recent wins from Ciba Vision and the Chinese network equipment vendor Huawei.

Grey Group remained in fourth place with new business from Mead Johnson Nutrition Co. and Belle International Holdings, China's biggest seller of women's shoes. On the back of the China Unicom win, Dentsu jumped five spots to eighth place.

Among China's media agencies, Omnicom-owned PHD remained at the top of the multinational media agency new business this month despite the loss of Tiffany to Aegis-owned Carat.

MEC and Starcom remain in the third and fourth spots, respectively, with Zenith Media jumping to fifth place on new business from leading telco China Mobile.

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