Saatchi & Saatchi and OMD Top New Business Charts

Creative and Media Account Moves in China in October 2009

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BEIJING ( -- Publicis Groupe's Saatchi & Saatchi maintained its new-business lead among creative agencies in October 2009.

But Euro RSCG Worldwide jumped from 7th place to the No. 2 spot after its Beijing office was hired by Samsung Electronics.

The Havas-owned agency will handle strategy, creative development and execution for new Samsung mobile phone handsets in China, following a pitch against Saatchi & Saatchi and WPP's Grey Group. Creative for Samsung phones. The business was previously in-house.

R3's Greg Paull
R3's Greg Paull
Omnicom Group's DDB Worldwide and WPP's Y&R hold the third and fourth spots, respectively.

Among media agencies, OMD leapt to the top of the pack after picking up new business from PepsiCo and Danone Groupe, said Greg Paull, a principal at independent marketing consultancy R3 in Beijing.

The Omnicom media agency moved ahead of Publicis-owned Zenith Optimedia, even though that agency also won business in October such as a global appointment by Swarovski Crystal.

Aegis-owned Carat and Interpublic's Universal McCann networks made up the top four.

"Remarkably, the top three media agencies this year have more new business revenue than any creative agency," Mr. Paull said.

The ranking is based on 2009 wins through October 2009. 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.

Return to the Ad Age China home page here

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