RECMA publishes 2011 Global Billings Rankings


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RECMA, the research company evaluating media agencies, has published the 13th edition of its Global Billings Rankings 2011 report.

865 agencies in 61 countries were evaluated using 10 different indicators for each agency, and compiled into regional and global rankings.
The research indicated sustained industry growth (+9.2%) – a lower rate than in 2010 though (+13.8%) - partly fueled by the continuing development of Digital activities within the agency core business.

In the Global network ranking 2011, Starcom MediaVest Group remained at the top of the rankings, but with a very tiny gap (less than $0.2m) over OMD. SMG increased its billings by +9% (or +$2.8bn) while OMD posted a +9.8% overall growth (or +$3bn).

Four networks recorded a double digit growth (vs. 11 networks last year): Maxus (+43.6%), PHD (+17.5%), ZenithOptimedia (+11.1%) and Carat (+10.1%).

GroupM showed a below-the-average growth rate with uneven performances across the regions: low billings increase in the USA (+5% vs. +10% on average) but high in Asia-Pacific (+$2.3bn).

Internal hierarchy of the four WPP media networks remains unchanged: Mindshare, MediaCom, MEC and Maxus. The latter increased its share thanks to strong performances in the USA (where it has doubled its billings), the UK and Germany.

The recently announced acquisition of Aegis by Dentsu does not have any impact in the billings tables of this report. However the addition of Dentsu Media Japan to Aegis Media' global billings would allow this new Group to reach the third rank ahead of Omnicom Media Group (statement based on an estimated billing figure of $bn 10 for Dentsu Media Japan (about a quarter of Japan total adpends).

The full report is accessible to RECMA subscribers.

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