MindShare takes pole spot in Media's first media agency by just one point, mainly on the back of its network's operational scale and ability to win non-aligned business.
1 MINDSHARE
MindShare is the number one agency in Asia-Pacific and deserves its first-seed status largely because of its size, not just in terms of geographical operations but due to its range of product offers such as its non-traditional communications specialist arm BroadMind and extensive investment in research, 3D. Major new business wins include Glaxo SmithKline China and India, Gillette and Bufferin Japan, which offset losses of Siemens and Nissan Taiwan. The agency also strives to deliver the best value to clients with its 3D research which covers all aspects of demographic groups and consumer touch points in all the major markets of the region.
2= OMD
OMD is Media's reigning Media Agency of the Year. It also leads the combined Media/R3 Business Performance League with US$174 million in wins from Asia alone. Siemens Asia and Kao, McDonald's and Avon in HK/China have given it an increased momentum in the last 12 months.
2= UNIVERSAL MCCANN
Universal continues to drive wins both with and without McCann, including Microsoft and J&J in Japan and Colgate for Taiwan and HK. It was also the only Asian media agency to enjoy success at Cannes last year with a Grand Prix Media Lion award for its 'Seven deadly sins' campaign in Australia for Unilever's Magnum ice-cream brand.
4= CARAT
For a six-year-old company with no creative agency alignment, Carat's growth this year has been nothing short of spectacular. With more than US$180 million in billings wins in the region, this medium-sized group scored the highest in the new business ranking. The launch of a second network Vizium will allow the Aegis-owned operation to expand in categories where Carat already has flagship clients.
4= ZENITHMEDIA
The promotions of Anthony Young and Roland Crouch indicate Zenith is doing something right in the region. The important Hyundai win in Australia covered losses on IAG and major Asian wins included McDonald's Northern China, and the Compaq/HP business for the region. Its challenge will be to develop markets such as Japan and India.
6 MEDIAEDGE:CIA
The largest media merger of the last year has proved a positive connection to date for staff and clients. Major regional wins of DHL (as incumbent), Cisco and Caltex have helped the combined entity become a far more competitive agency.
7 STARCOM
Starcom has enjoyed success with the consolidation of Procter &Gamble in several markets, including Korea, but the losses of McDonald's in China and Korea have offset most of the gains. Some strong wins in Australia have helped it to a number two ranking in that market just behind ZenithMedia.
Initiative Media has yet to capitalise on its strengths in Europe and the US as it slowly takes shape in this region. The Coca-Cola Thailand win will give some assistance, but losses of tech giants Cisco and Sun regionally will slow its growth rate.
Despite significant Glaxo SmithKline wins in the Philippines and Thailand, MediaCom in Asia-Pacific still has a long way to go to match the stature of its equivalent operations in North America and Europe.
MEDIA AGENCY RANKING 2003 - ASIA-PACIFIC
New Non-
Business Network Aligned
Rnk Agency Wins size Awards Business Total
1 MindShare 7 9 8 7 31
2= OMD 9 7 8 6 30
2= Universal McCann 8 9 8 5 30
4= Carat 9 5 6 8 28
4= Zenith Media 6 9 5 8 28
6 Mediaedge:cia 5 6 5 7 23
7 Starcom 4 6 5 7 22
8 Initiative Media 5 6 3 5 19
9 MediaCom 4 3 3 3 13
Source: Media, R3
Tied agencies are listed alphabetically
METHODOLOGY
Media agencies were evaluated on four key components: new business wins, non-aligned businesses handled, network strength and awards. The four parts are equally weighted with agencies being given a score out of 10 for each. The components which make up the ranking are as follows:
- The New Business rankings are based entirely on the cumulative scores since August 2002 on the Media/R3 Business Performance League, with additions from The Agency Register, Sydney. Final rankings take into account the increment to network strength and not merely the raw revenue generated.
Losses as well as wins are included for all agencies.
- The Non-Aligned Business ranking assesses local and regional agencies' capabilities to win accounts without the direct assistance from their creative partners or international parents. The top 10 clients of each media agency were examined and evaluated as to where the source of these accounts originated.
- The Network Strength ranking was calculated using adjusted 2002 Recma figures for Asia-Pacific.
- The Awards ranking was determined by how each media agency performed at top awards shows, including Cannes, Media's Advertising Awards and Asian market shows.