Publicis tops media agency wins for 2018, reports RECMA

Landing the US$1.96bn GlaxoSmithKline global account catapulted Publicis into top place for 2018 media agency wins, industry analysts RECMA have reported in their review of the year’s account moves.

RECMA reported last September’s GSK win gave Publicis a net gain of US$1.25bn globally, edging out IPG Mediabrands which picked up US$895m including the Australian Federal government’s master account in April.

RECMA’s study looks at the top 158 international advertisers with a spend of over US$1m annually, along with regional advertisers with spends above US$10m. Australian advertisers include the Federal government, Telstra, Vocus Communications and the West Australian state government.

Of the major groups, Dentsu Aegis Network was the greatest net loser having dropped US$820m, Havas saw a net decline of US$121m while Omincom and WPP’s Group M picked up US$88m and $417m respectively.

Mediacom were the most successful individual agency with its winning of the Mars and Adidas accounts, picking up US$2.76bn overall. UM, Starcom and OMD were also big winners with overall gains US$1.84bn, US$1.47bn and US$1.45bn.

Carat were at the other end of the table with a net drop of US$2.19bn after losing the Mondelez, Adidas and Macy’s accounts. The loss of Mars also hurt Starcom who saw a net drop of US$1.8bn.

Globally, RECMA found 276 advertisers moved a total of 837 accounts while reported ad spend in market grew 5.6% to US$27.6bn.



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