RECMA has released its latest Media agency ranking in Australia

RECMA has released its latest Media agency ranking in Australia, allowing advertisers to keep track of their media agencies latest performances and evolution trends.

RECMA is a global research company assessing and rating media agencies’ competences and capabilities in more than 45 countries against a set of 18 criteria, divided in 2 families – Vitality and Structure.

  • RECMA assesses the Vitality of agencies through a set of 9 criteria disclosing the new business activity (in $m), the competitiveness in pitches, the activity growth, the pitch participation, among other criteria.

An agency with strong Vitality generally won several accounts, has been invited to a high number of pitches and showed a steady activity growth over the last years.

  • The Structure part also includes 9 criteria disclosing the agencies resources by looking at staff number in Digital, Data, Content and the share of activity dedicated to non-traditional services. It also provides an analysis of its client portfolio: how many big or local accounts, how dependent on its main clients, how loyal to its top clients?

An agency with strong Structure generally combines a high number of experts in non-traditional fields (ie mobile, search…), a balanced client portfolio made of several large international advertisers, as well as a solid base of locally-owned ones and a capacity to retain them.

Here below are some key insights and analysis among many more that are disclosed in the latest Australia report. These insights are not typically known within the broader industry and are useful to advertisers considering their options when choosing media agency partners:

  • OMD showed the best Competitiveness in Pitches in 2018 in Australia by winning the most pitches numerically (more than 10), far ahead of UM which recorded the highest new business in terms of media billings last year thanks to three big wins (Federal Gov, Nestlé and AGL).

The Competitiveness in Pitches criterion demonstrates different agency strategies and capabilities in attracting new advertisers.

  • Havas Media ranks in Top 3 in Vitality despite a weak score in Structure (due to a smaller digital team, fewer bigger and local accounts than the competition)

Shows that volume and scale is not necessarily what makes an agency dynamic and attractive towards advertisers.

  • UM has one of the largest Digital staffs despite having only the 6th biggest staff team overall

This demonstrates that the agency has a clear expertise in a specific field and that this attracts clientsin this field of expertise.

  • Wavemaker handles 20 Australian-owned advertisers spending above $5m.

Reveals that the agency has a strong local knowledge of the market and does not rely only on international network or international clients.

  • Starcom’s top 3 clients represent a modest 21% of its total client portfolio compared to a market average of third.

Shows that the agency is not vulnerable to its top clients, managing wins or departures without jeopardizing its activity.

Additional insights are available in the report such as: your agencies’ strengths and weaknesses, evolution trends over 3 years showing increasing/decreasing agencies, Activity volume ranking disclosing agencies market shares and growth.

Thanks to an exclusive partnership with the AANA, RECMA is offering for free the latest Australian Short Report, published in February, to the AANA members (€ 4000).

Should you wish to receive this report for free including the rankings and key findings,jeanloup@recma.com

About RECMA:

RECMA (Research Company evaluating the Media agencies) is the only global research company that evaluates media agencies in terms of competences and capabilities. The research and rankings are dedicated to the media industry professionals, helping them to monitor and track the media agencies’ strengths and weaknesses in +50 markets. .
RECMA evaluates +900 agencies worldwide and has a unique way to process the data. On top of the major 6 big media Groups (GroupM, Omnicom, Dentsu Aegis, Publicis Media, IPG Mediabrands and Havas Media) RECMA works with major International advertisers such as Microsoft, L’Oréal, Unilever, Red Bull and Adidas.