OMD tops RECMA ranking again, with 17.6% market share
Omnicom Media Group’a media agency OMD has topped the RECMA ranking for highest overall activity volume, with $1.821bn – a market share of 17.6%.
This represented 15% growth on the previous year’s results, while Carat maintained second position despite a decline of 15%, which the report noted was driven by its loss of the Nissan, Mondelez and Amart accounts. Carat finished with $1.329bn and 12.8% share.
Bohemia (70%), Havas Media (47%), UM (24%), Spark Foundry (14%) and PHD (10%), Initiative (8%) and Mediacom (6%) all experienced growth, while Zenith, Dentsu X, and Vizeum were some of the agencies who suffered declines alongside Carat.
Mediacom, Wavemaker and UM rounded out the top five, with Wavemaker’s 5% decline allowing Mediacom to edge ahead of it and secure third place.
OMD also has the highest number of staff, with 661 in 2018 versus 640 in 2017. Carat’s 440 staff makes it the second-largest agency, despite numbers falling from 2017’s 522, allowing OMD to increase its lead.
The report states that, overall, staff numbers have grown 3%, with the total market’s activity worth $10.365bn.
OMD said the win is a result of sustained growth and 20 new business wins in 2018.
“We are thrilled to hold the number one RECMA position not only in terms of size, but also qualitative scores,” said CEO Aimee Buchanan.
“It’s been an incredible couple of years of sustained growth and we look forward to continuing our momentum into the future. Whilst growth is important, I am especially proud that as a team this hasn’t been at the expense of ongoing focus on our people.”
Omnicom beat Group M/ WPP to nab the title of number one holding group in Australia, with agencies including OMD and PHD giving it $2.522bn in activity, 14% growth and 26.1% share. The results narrowly pushed Group M/ WPP into second position, with 26% share, $2.513bn in activity and 2% growth.
Carat, Dentsu X and Vizeum’s losses saw the Dentsu Aegis Network decline by 15%, but remain in third position ahead of Publicis Media (Starcom, Spark Foundry, and Zenith), IPG Mediabrands (UM and Initiative) and Havas Media Group.
Havas Media topped the three-year growth rankings, enjoying 203% growth across 2015/2016, 2016/2017, and 2017/2018.
RECMA assesses agencies on 18 criteria, across four main categories: competitiveness in pitches over three years, momentum (which includes new business balance, growth rates, hiring new talent and award wins), resources in digital and diversified services (including data and content), and agency capability to manage big accounts, local advertisers and relationship stability.
RECMA rankings (based on 2018 figures):
- OMD: $1.821bn (+15%)
- Carat: $1.329bn (-15%)
- Mediacom: $900m (+6%)
- Wavemaker: $880m (-5%)
- UM: $769m (+24%)
- PHD: $701m (+10%)
- Mindshare: $668m (-4%)
- Ikon: $580m (0%)
- Starcom: $554m (-2%)
- Initiative: $511m (+8%)
- Spark Foundry (including Blue 449): $430m (+14%)
- Zenith: $320m (-22%)
- Dentsu X: $272m (-17%)
- Havas Media: $240m (+47%)
- Vizeum: $187m (-16%)
- Bohemia: $138m (+70%)