Byravee Iyer
Jul 31, 2013

GroupM, Dentsu rankings rise as Omnicom slips: RECMA

ASIA-PACIFIC – GroupM’s Mindshare led Asia-Pacific billings in 2012, posting 20.2 per cent growth over 2011 to take its total billings to US$8.1 billion and helping GroupM become the region's top media network, according to RECMA (Research Company Evaluating the Media Agency industry).

Mindshare had the highest billings in Asia-Pacific last year
Mindshare had the highest billings in Asia-Pacific last year

Starcom MediaVest took the second spot with growth of 24.5 per cent in 2012, even as its parent network Publicis Media grew 16.7 per cent during the same period.

However, it was the Dentsu Aegis network that posted the largest gain in 2012 at 23.7 per cent with billings worth $8.8 billion. Dentsu ranked third on the group ranking table.

Within GroupM, MediaCom also saw healthy gains. The agency overtook both OMD and ZenithOptimedia as growth soared 30.3 per cent and billings touched US$5.3 billion. Mediacom’s robust performance can be attributed to improved billings in Indonesia (up 200 per cent), Vietnam (188 per cent) and Thailand (108 per cent).

RECMA noted that the groups’ hierarchy is well-marked in the region, where GroupM is the leader thanks to the dominance of Mindshare, which accounts for 42 per cent of the group’s regional billings and is the number one agency in seven out of 14 countries. The Dentsu Aegis Network's integration of Mitchell & Partners in 2011 and Dentsu Media in 2012 have helped the group strengthen its position and beat Omnicom.

Interpublic/Mediabrands grew 12.5 per cent during the year but remained at fifth position.

Havas Media still has modest representation in the region, with 2.3 per cent market share, and remains at sixth position despite growing 17.2 per cent.

Starcom MediaVest led the global network rankings as it grew its billings by 13.3 per cent to total $38.86 billion.

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