The top 4 media agencies in global rankings are OMD, Carat, MZEC and Mindshare, in that order
BestMediaInfo Bureau | Delhi | December 9, 2011
The latest edition of RECMA’s global report ‘Network Diagnostics’ has just been released. While the first edition released in November 2010 covered 23 countries and the second edition released in March 2011 was based on 31 countries, the bigger third edition just released covers 40 countries.
The Network Diagnostics report consists of an aggregation of RECMA’s qualitative evaluations produced on a country level. In each country, media agency networks and major independents are evaluated against a set of 12 key performance indicators segmented in four categories: Compitches (competitiveness in pitches); Momentum; Specialised Resources; and Client Profile.
The assessment leads to a classification of the agencies as Dominant, Good, Average or Low in terms of profiles combined with a rating of Successful, Stable/Average or Underperforming, based on new business performances over the past three years.
The third edition includes three network rankings:
· Global (40 countries)
· Top 12 countries (accounting for 80% of the global ad spend)
· Second tier countries (28)
The Top 4 in the global rankings are:
1. OMD (489 pts)
2. Carat (479 pts)
3. MEC (450 pts)
4. Mindshare (444 pts)
One of the key findings of this report is that the rankings in size (billings) and in quality (qualitative evaluation) are not necessarily the same.
Besides a great extension of the geographical coverage, this new research gives a pertinent benchmark to reflect the evolution of the network positions throughout the past editions. To do so, RECMA establishes an index that measures the distance to the leader (who scores 100) – allowing consistent comparisons from one period to another in the Top 12 countries.
RECMA Network Diagnostics report has become an industry reference and benchmark for many international advertisers. The full rankings and details of the benchmark results are confidential and strictly reserved to subscribers.
The next edition will be published in March 2012 and will take into account the Compitches results 2011 as well as the introduction of two new criteria: Client Loyalty and Awards (to be progressively implemented throughout the first half 2012).
Moreover, a few new countries will be added including Finland and Ukraine.