COMvergence investigating its media agency billings report after complaints
International independent research company COMvergence is investigating its latest report on Australian media agency billings and market share following multiple agency complaints, Mumbrella understands.
Released last month, the report details business wins and losses and ranks media agencies according to total billings.
Mumbrella understands agencies have raised concerns about the report’s accuracy, forcing an investigation.
According to its website, the company’s purpose is “to analyse and measure the performances and strategic developments of the global marcom holding company agencies, major independents, and largest management consultancy firms”.
It does not disclose its methodology for ranking the agencies, nor its auditing and fact-checking practices.
COMvergence declined to comment when approached by Mumbrella.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Popcorn ready. R3 next please.
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Why on earth any media agency would tender their billings for market and competitor visibility is beyond me, except for regulatory compliance. In a competitive industry with low margins, less is more.
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Why do the agencies care?
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On what planet does anyone think that clients really care how big one of the major agencies or major groups are in terms of billings?
Everyone knows it’s a lying competition.
It’s embarrassing.
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…because global new business teams at the hold cos demand the local teams to complete it.
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