Mediacom ‘overtakes OMD’ to become second biggest media agency

New figures from research organisation Recma suggests that Mediacom has overtaken OMD in the size of its billings.

According to media agencies benchmarking company Recma, Mitchell & Partners is still the biggest billing company with a client portfolio worth $915m. Mediacom has moved up to $818m, while OMD, says Recma, is now on $795m. This represents a jump of $97m for Mediacom and fall of $76m for OMD.  

OMD boss Leigh Terry told the Sydney Morning Herald’s Julian Lee that Recma had failed to recognise several smaller wins for the agency.

The rest of the Recma list sees Starcom in fourth place with $645m billings (down $22m on last year) and UM in a close fifth place with $641m (up $17m).

Then comes Zenith Optimedia, Initiative, Mindshare, Mediaedge and Carat respectively to complete the top ten. Outside the top ten comes Maxus, Ikon, PHD and MPG.

In financial terms, Mediacom’s $97m uplift in billings was the biggest growth – up an estimated 13%. PHD’s $24m increase was the biggest percentage growth – up by 19%.

Carat had the biggest estimated drop, down by $77m or 24%.


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