End of year new business activity: a dead cat has bounced

Peter McDonald

Opportunities for agencies to win new business have improved in the final quarter of 2011, after a ‘scary’ third quarter when the value of creative and media account moves hit a three-year low.

The value of the new business market in Sydney and Melbourne fell by a fifth between March to September.

But since then, creative account moves such as Tourism Victoria, Simplot, Westfield, CPA and Tatts Group, and media moves such as Domino’s, Westpac, Woolworths, Pfizer and Universal Pictures have seen the market rebound from $658.4m to $721.8m in November, according to The Agency Register.