Dentsu Aegis Net Dominates 2017 New Media Biz
Fueled by a new business streak at its Carat unit, Dentsu Aegis Network (DAN) dominated net new business gains in 2017 by a slight margin over No. 2, Group M.
With $1.334 billion in incremental gains — the sum of losses, wins and account retentions — Carat was the biggest contributor to DAN’s stellar results, but both Vizeum (+$1.159 billion) and dentsu X (+$0.641 billion) assisted to drive DAN to the best net results among the big agency holding companies’ media operations in 2017, according to data released this morning by COMvergence.
GroupM’s Mindshare (+$1.173 billion) and MediaCom (+1.104 billion) and rookie consolidated brand Wavemaker (+$0.726 billion) contributed to make WPP’s media units a close No. 2 in net 2017 results.
The only laggard among the holding company media operations during 2017’s Pitchapalooza 2, was Omnicom Media Group, which had a net media billings loss of $0.483 billion.
COMvergence’s New Business Barometer is based on results of more than 1,100 media pitches completed between January and December, 2017. The study evaluates activity spanning nearly 30 markets, including Argentina, Australia, Canada, China, Denmark, Finland, France, Germany, India, Italy, Mexico, Middle-East, Netherlands, Norway, Poland, Russia, South Africa, Spain, Sweden, UK and USA. Seven new markets have been added since the last publication: Colombia, Indonesia, Ireland, Malaysia, New Zealand, Turkey and Switzerland. The 28 agency and group rankings are based on total New Business Values (new client wins, minus losses, plus retentions), and represent $9.5 billion in spending from 30 major global and regional media pitches.
Credit: Media Post