Emily Tan
Dec 12, 2017

Dentsu Aegis Network tops Recma's 2017 new-business ranking

Havas Media follows in the runner-up spot, with a wins-versus-losses balance of $495 million.

Dentsu Aegis Network tops Recma's 2017 new-business ranking

Dentsu Aegis Network has defeated rival media agency holding groups to be named 2017's top new business performer, according to the latest report by research company Recma.

DAN has chalked up a wins-versus-losses balance of $1.5 billion after winning accounts for brand owners including AB Inbev ($815 million), P&G Nordics ($270 million), GM local ($238 million), Migros ($220 million) and Shanghai VW ($243 million). This is despite losing business from Opel ($287 million) and Lego ($140 million).

Havas Media follows in the runner-up spot, with a new biz balance of $495 million, while WPP's GroupM is placed third with a wins-versus-losses balance of $405 million.

The weakest performing media group, which Recma declined to disclose, lost a total of $1.49 billion this year. 

In terms of new business wins alone—not deducting losses—GroupM agency network MediaCom leads the way, having won more than 15% of the total amount of the $13 billion at play.

Recma analysed more than 600 account moves that took place from January to November 30 across 55 markets. 

These moves include all major international advertisers, as well as local/regional accounts of more than $10 million. The data includes recent agency changes by Unilever (strategic planning), Deutsche Telekom, Opel and L'Oréal.

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