O&M and PHD Stay Ahead in New Business Wins

Creative and Media Account Moves in China in 2010

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BEIJING (AdAgeChina.com) -- Rivals WPP and Omnicom ended a hard-fought year at the top of the creative agency new business ranking, taking the first four spots ahead of two Publicis-owned agencies. Omnicom's PHD led the media new business ranking, said Greg Paull, a principal at independent marketing consultancy R3 in Beijing.

Greg Paull
Greg Paull

WPP's Ogilvy tightened its grip with December 2010 wins including aditional Johnson & Johnson business, the popular tea drink Jia Duo Bao and the social-networking site Renren Network, ending the year in the top spot with net revenue growth of some $12.9 million, far ahead of its rivals.

JWT finished an uneventful new business year in 2010, ranked in 13th place, but WPP's third agency, Grey Group, finished on a high this year, after winning about 70 assignments throughout 2010, including end-of-year wins from Hilton Hotels, 360.Buy.com and Mercedes-Benz. Mercedes was previously at JWT.

Omnicom-owned BBDO and DDB swapped second and third places throughout the year, adding a combined $11.7 million in group revenue. BBDO ended the year just ahead of its sibling agency with a clutch of new assignments including work for Johnson & Johnson Baby and the Platinum Guild, and no significant account losses.

Even tougher competition among media agencies saw Omnicom-owned PHD triumph thanks to it huge Unilever win in January 2010, despite a quieter performance the rest of the year. Aegis-owned Carat ended the year in second place, largely due to November's Tiffany win.

Underlining just how competitive the media industry was last year, no holding company group dominated the new business ranking. Six groups were represented in the top seven spots.

Holding company WPP beat out rivals Omnicom and Publics Group, gaining nearly $35 million in net new business revenue across the group's nine key agency brands. Ogilvy and media agency MEC were WPP's star performers, but PHD's big Unilever accounted for over 50% of Omnicom's total new business. Publicis Groupe ended the year in third place overall, after pulling in almost $24 million in net new business revenue, driven largely by strong performances from Publicis Worldwide and its sibling Zenith Media.

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