Matthew Miller
Feb 6, 2014

APAC new business dropped 11 per cent in 2013: R3

ASIA-PACIFIC - Total agency revenue from new business declined by 11 per cent in 2013, with creative wins down by 2 per cent and media wins down by 25 per cent, according to pitch consultancy R3.

APAC new business dropped 11 per cent in 2013: R3

Editor's note: R3 works with agencies to produce the monthly New Business League report published in Campaign Asia-Pacific. Here, we share highlights from a detailed year-end report R3 compiled, including holding-company results and the top creative and media agencies in Asia-Pacific, China and India. Tomorrow, we will share the top 10 cresative and media wins of the year for not only the region but also each individual country.

"After Unilever, P&G and a number of others reviewed in 2012, this was a relatively quieter year for major media pitches,” said Greg Paull, Principal of R3. “The biggest reviews of the year included Mondelez for the region, along with some R3-led assignments for Mengniu, AB Inbev and Fonterra."

Network results: Ogilvy and Zenith top the charts

In the year-end New Business League report, Ogilvy again led the creative table, ahead of McCann and DDB, despite winning only one of the top 10 wins (SingTel). The agency scored more than 500 wins across all markets in advertising , digital, activation and PR, R3 reported. “Ogilvy have proved the true value of integration in Asia Pacific, winning pitches across multiple disciplines in multiple markets and building a stronger presence,” Paull said.

On the media side, ZenithOptimedia led with 170 wins, including the "massive" Mengniu business in China. OMD finished second and a much improved Havas Media third, with global wins from Emirates and LG boosting their tally.

Holding companies: APAC

WPP again led holding companies for new-business wins in Asia Pacific, despite ranking fifth for media-agency wins. Omnicom finished second, but both groups saw declines over 2012.

Holding group Creative
(US$m)
Media
(US$m)
Total
(US$m)
VS 2012
WPP 151.8 28.2 180.0 -15.5%
Omnicom 100.6 40.1 140.8 -9.6%
Interpublic 78.7 32.3 110.9 1.9%
Publicis 50.6 40.6 91.2 -5.2%
Dentsu Aegis 10.5 31.2 41.7 -24.8%
Havas -0.2 17.3 17.1 152.7%

 

Holding companies: China

With strong results from its media agencies and BBH, Publicis Groupe led the way in China. WPP's net wins from all four media agencies were less than any other holding group save for Interpublic.

Holding group Creative
(RMB¥m)
Media
(RMB¥m)
Total
(RMB¥m)
VS 2012
Publicis 160.0 124.6 284.6 18.7%
WPP 254.1 14.0 268.1 -36.0%
Omnicom 47.7 131.7 179.4 2.5%
Interpublic 161.5 7.4 168.9 33.0%
Dentsu Aegis -0.6 63.0 62.4 -56.6%
Havas 0.0 28.0 28.0 1365.7%

 

Holding companies: India

Omnicom led in India for the first time, with a strong performance from Mudra DDB in the creative area. The agency won eight of the top 10 largest wins in the market last year.

Holding Group Creative
(Crore)
Media
(Crore)
Total
(Crore)
VS 2012
Omnicom 1,329.3 230.4 1,559.7 -9.1%
WPP 934.5 477.2 1,411.7 -38.1%
Interpublic 383.0 611.3 994.3 -33.5%
Publicis 141.6 154.4 296.0 -76.9%
Dentsu Aegis 69.6 205.0 274.6 25.9%
Havas 37.4 150.5 187.9 786.8%

 

Top 5 agencies (based on 2011-2013 total revenue)

  Creative Media
Asia-Pacific Ogilvy
DDB
McCann WorldGroup
Leo Burnett
TBWA
OMD
ZenithOptimedia
Carat
Mindshare
MediaCom
China Ogilvy
McCann WorldGroup
Saatchi & Saatchi
Publicis
DDB
Carat
OMD
ZenithOptimedia
Starcom MediaVest
Havas Media
India Mudra DDB
Ogilvy
Leo Burnett
McCann WorldGroup
Lowe
ZenithOptimedia
OMD
Mindshare
Lintas Media Group
Lodestar Universal

 

 

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