Madison, Maxus and Carat stand No. 2, 3 and 4 respectively scoring ‘High’ on Profile parameter. Negative scores for Vizeum, Dentsu Media, RK Swamy Media Group and Percept Media
BestMediaInfo Bureau | Mumbai | July 1, 2015
Mindshare has emerged as the No. 1 media agency in India as per RECMA’s latest qualitative assessment for all leading media agencies in India. Mindshare is closely followed by Madison, Maxus and Carat at No. 2, 3 and 4, respectively. All these four agencies scored high on the parameters of Client Profile, Momentum, Competitive Pitches and Resources.
Significantly, Carat has shown the maximum growth in Qualitative Ranking, moving from the No. 11 spot in August 2013 to No. 4 in the latest report, making it the fastest growing media agency in India. In fact, on Vitality scores of research, Carat has jumped to the No. 1 position with a perfect score of 10. The agency saw a flurry of account wins over the last 12 months including brands like General Motors, Microsoft, Sony, Nokia, MasterCard, British Airways, JSW Steel & Cement, to name a few.
While Havas Media scored ‘Very Good’ on Profile parameter and stood at No. 5, MediaCom, MEC, Lodestar, Motivator, DDB Mudra Max, Zenith Optimedia, OMD and IM BPN earned ‘Good’ on Profile parameter across all criteria.
RECMA also ranked four agencies with negative marking which include Vizeum, Dentsu Media, RK Swamy Media Group and Percept Media.
RECMA’s new edition of qualitative ranking of the Indian media agencies reflects the impact of the 2014 Compitches as well as the recent moves and agency developments and the Resources per agency to date. This edition also includes improved methodology for different criteria such as Top Management, New Biz Balance to date, or Exposure to Top 3 Clients.
Nineteen media agencies are ranked with scores from +19 to -4 points; following a decreasing classification from ‘High Profile’, ‘Very Good Profile’, ‘Good Profile’, “Average Profile’ and ‘Emerging’.
The RECMA country Qualitative Evaluations offer an extensive and up-to-date assessment of the media agencies based on a set of 18 key performances indicators segmented into two main categories:
Competitive pitches and Momentum = Vitality
Structure and Client Profile = Structure
Complete profile assessment of 19 Indian media agencies by RECMA:
Speaking on Mindshare's achievement, Ashutosh Srivastava, Chairman, Emerging Markets, Mindshare, remarked, “I’m pleased to see this endorsement from RECMA for the agency’s position in India. Mindshare continues to be at the leading edge there – in harnessing data to power more creativity and innovative use of media platforms for marketers, and bringing to life its proposition of Adaptive Marketing.”
Gowthaman Ragothaman, Chief Operating Officer, Mindshare Asia Pacific, added here, “I am particularly satisfied with the recognition on structure and vitality. We continuously re-engineer our teams in line with the changing demands from our clients as well as the media and marketing landscape. Our suite of services now reflect a full-fledged marketing communications company.”
Speaking on the new ratings by RECMA, Prasanth Kumar, CEO, Mindshare South Asia, said, “This is a win for each and every member of the Mindshare team. Mindshare has always been the leader in innovation, and we believe it is extremely vital for us to prepare ourselves and our clients for a relevant tomorrow. With our Adaptive Marketing philosophy, we have ensured our clients have the competitive advantage, and their communication is superlative. We are grateful for their belief in us, to deliver on our common goals of brand building. We are proud of the fact that our clients continue to work with us on initiatives that are continuously pushing the boundaries of media investment and communication, as we successfully redefine the media industry in India.”
Speaking on Carat’s achievement, Ashish Bhasin, Chairman & CEO South Asia, Dentsu Aegis Network, said, “This is an absolutely fantastic achievement by Carat to become the fastest growing agency in India. From being a one-in-a-crowd agency in the market, in a short time, they are at the top-end of the table. As the lead media agency of the Denstu Aegis Network, Carat continues to make its mark in the industry and will very soon be amongst the Top 3 on all parameters.”
Kartik Iyer, MD Carat India, commented, “This is a great testimony for the fantastic work the teams have put in over the past few years to strengthen the Carat brand in India. This is also a result of the key investments made by group in great people and processes which have delivered outstanding solutions to our clients.”
Founded in June 1991, in Paris (France), RECMA is the only independent company to publish a wide range of media agency notation reports on a global scale. The mission of RECMA is to provide strategic intelligence reference tools to help the top 500 global advertisers in their decision-taking and agency sourcing. RECMA collects and analyses data from more than 880 media agencies and 640 digital agencies in 50 countries. The first global media report was published in 1999 and the first global digital guide was issued in 2005.