Omnicom Media Group posted the largest growth last year in Asia-Pacific at 18 per cent. With US$6.6 billion in total billings, OMG become the third-largest group in terms of billings, behind Publicis' Vivaki, which posted billings of US$9.7 billion and growth of 13.4 per cent.
Jul 25, 2012
Mindshare leads APAC 2011 billings, SMG leads global: Recma
ASIA-PACIFIC - All six media groups posted double-digit growth in the region last year, with WPP's Group M reporting top billings of US$15.7 billion and growth of 16.9 per cent over 2010, according to Recma (Research Company Evaluating the Media Agency industry).
Mindshare topped the network list with billings of US$6.6 billion last year, followed by Vivaki's Starcom Media Vest which posted billings of US$5.4 billion. In third spot is OMD with US$4.5 billion.
Group M's lead is thanks to Mindshare, which accounted for 42 per cent of the group's billings and led in eight out of the 14 Asia-Pacific countries monitored by Recma.
Vivaki's performance was buoyed by the strong showing of Starcom Mediavest, which posted growth of 20.6 per cent, and ZenithOptimedia, which posted billings of US$4.3 billion—ranking it fourth on the network league table despite modest growth of 5.5 per cent.
Aegis Media ranked fourth on the group league table with US$5.7 in billings. Despite having integrated Mitchell & Partners last year, the group posted modest growth of 10 per cent. Havas' presence in the region remains relatively small.
Regarding Dentsu's acquisition of Aegis, Recma noted, "The takeover of Aegis by Dentsu provides a perfect geographical fit and does not have any impact in the billings tables from this report. However the addition of Dentsu Media Japan to Aegis Media’ global billings would allow this new Group to reach the third rank ahead of Omnicom Media Group. This estimate is based on a billing figure for Dentsu Media Japan evaluated at US$10 billion (about a quarter of Japan's total adpend)."
Despite Mindshare's dominance in Asia-Pacific, Starcom Mediavest led the global network rankings with billings US$34.3 billion, less than US$200 million ahead of OMD's score of US$34.1 billion.
The global group league table was headed by GroupM with US$90.7 billion, followed by Vivaki and OMG with U$66.2 billion and US$44.9 billion respectively.
This year, Recma expanded its global geographical coverage to 61 countries with a total of 865 agencies evaluated.
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