Greg Paull
Feb 5, 2016

New Business League: Full-year 2015 results and analysis

WPP, Ogilvy and PHD led 2015 Asia Pacific new business in a year dominated by the 'Mediapalooza'.

New Business League: Full-year 2015 results and analysis

It was another dynamic year for account reviews amongst agencies in the Asia Pacific region, with 4,964 individual reviews tracked in the Campaign / R3 New Business League table.

Marketers in the region were constantly looking for the right mix of creative, digital, media and social partners, and this year was the most active we’ve measured to date. Despite the huge number of global media reviews in the last 12 months, we believe there could be a second wave this year as more and more marketers are seeking reassurance for their media value.

Other highlights:

  • Overall new business is 16 percent up on 2015, with the 'Mediapalooza' and 13 percent more creative reviews than the previous year.
  • Ogilvy finished first amongst all creative and digital agencies, while McCann and Y&R also improved.
  • PHD led media agencies, retaining Unilever Greater China and winning new assignments from SC Johnson and Ferrero.
  • WPP led the holding company table with Omnicom the closest pursuer.

WPP leads overall. Omnicom follows

As in previous years, WPP agencies led the way, with $252 million in total new business revenue, led by a strong performance from most of its creative agencies. From Ogilvy to Y&R to J. Walter Thompson to Grey, WPP’s creative agencies won more than 1,000 assignments across 17 countries. Yet WPP’s performance was only 5.9 percent up on its 2014 performance, compared to a 56 percent improvement from Omnicom and its agencies. Omnicom had half as many wins, but in between Telstra, Volkswagen, Yili, Unilever and others, its average wins were significantly higher.

Ogilvy leads creative and digital

Ogilvy continued to lead all creative agencies as it did in the previous year, with a similar number of wins and revenue. Ogilvy continues to have so many business tentacles with which to build relationships, it continues to lead the way in prospecting.

The top five positions for 2015 were the same five agencies as the previous year (Ogilvy, McCann, Y&R, DDB and Leo Burnett) but in a different order, with Y&R improving to third. Y&R was able to win some sizeable local business in a number of key markets.

PHD top among media agencies

Omnicom’s PHD led the way among media agencies, despite winning seven times fewer assignments than second-placed Carat. PHD led the way in some of the big global reviews including Unilever, SC Johnson and the R3-led Ferrero review.

PHD has built a viable talent pool and culture independent of its sister agency, and it's proving a powerful formula for certain clients. All of the top 10 media wins to change hands in 2015 were either part of the so-called “Mediapalooza” series of 22 global reviews through the summer of 2015, or else China assignments. China is clearly the centre of gravity for all major media reviews right now—and that market played a crucial part in many of the global pitches.

2016 outlook

R3’s projection for 2016 is that while media reviews will continue, there should be an uptick in digital AOR reviews. CMO’s are going to spend more on digital in the next five years than CIOs. Companies are going to need to review and find long-term digital partners to help them in this journey. 

 

CREATIVE AGENCY PERFORMANCE LEAGUE

Rank this month Rank last month Agency Recent wins Estimated YTD win revenue (US$m)       Recent losses Estimated overall YTD revenue (US$m)               No.of
Wins
1 1 Ogilvy Bae Systems Singapore, Carnival Cruise China, KPMG China 85.8 Midea International Hong Kong 79.4 524
2 2 McCann WorldGroup Nestle Philippines Project, Thermos Japan Project, Petronas Group BTL Malaysia 68.2 Carnival Cruise China 59.9 468
3 4 Y&R ICICI India, Namco Japan Project, Wendy's India, JSW India Project 62.5 Bacardi Breezer Thailand 54.7 167
4 3 DDB Electrolux Australia, CapitalBiO China, SIM GE Singapore 57.8 Yuhan Korea 51.5 274
5 5 Leo Burnett DTAC Thailand, VW Korea, Hilton (CN,JP,KR,SG), Coway Malaysia 48.1 Anta Sportswear China 44.0 236
6 6 J Walter Thompson Wei Quan China, Megabagna India, JNJ Daktarin&Mylanta Indonesia 47.5 Singapore Tourism Global 39.8 268
7 7 Dentsu Qantas Australia, MetLife Korea Project, Toyota Australia 44.7 Junlebao China 38.6 277
8 8 BBDO RACQ Australia, Emirates Japan, Kang Wang Bayer China 40.3 General Mills India 32.2 88
9 9 Publicis Tiger Beer Australia, Jing Dong China Project, Boehringer China Project 36.3 Cebu Pacific Philippines 31.5 308
10 10 TBWA Virgin Mobile Australia, Singapore Tourism Global, Moet Hennessy China Project 29.5 Tigerair(Social) Singapore 27.5 160

 

MEDIA AGENCY PERFORMANCE LEAGUE

Rank this month Rank last month Agency Recent wins Estimated
YTD win revenue
 (US$m)      
Recent losses Estimated
overall YTD Revenue
 (US$m)               
No.of
Wins
1 1 PHD Unilever Greater China, Al Futtaim Group UAE, Carnival Cruises China 54.0 Banyan Tree Singapore 51.3 78
2 2 Carat Mondelez APAC, Energy Trust(Buying) China, Lotterywest Australia 58.4 BMW China 49.8 481
3 3 Mindshare Unilever Asia(Ex Greater China), BUPA (Social Media) Australia, Kellogg's NZ 51.6 DTCM Dubai 41.4 114
4 4 Starcom MediaVest Coca-Cola Thailand, NTUC First Campus Singapore, Unisim Singapore 39.5 Optus Australia 30.7 49
5 5 Zenith-Optimedia Mercedes-Benz China, Scoot Airline China, HomeShop 18 India 32.2 Telenor India 27.5 109
6 6 Universal McCann Optus Australia, JNJ APAC, Malaysia Airlines Malaysia, H&M Japan 32.4 Tempur Japan 25.1 190
7 7 MediaCom  General Mills Thailand, Promise Hong Kong, Lazada Philippines 28.2 Danone Nutricia Australia 22.4 91
8 8 Dentsu Media Disney SEA, Baidu China, Bridgestone Korea, Acura Brand Promotion China 23.7 Indosat Indonesia 20.3 211
9 9 Havas Media CapitaLand Singapore, DTCM Dubai, Lemon Square China, CIMB Niaga Indonesia 25.5 Shyam Telecom India 19.2 91
10 10 OMD Danone China, Telenor India, WMF China, Pandora Singapore 39.6 CapitaLand Singapore 11.2 148

 

ASIA-PACIFIC TOP 10 CREATIVE WINS (December)

Agency Account Area
Dentsu Toyota Australia
Fred + Farid Audi China
M&C Saatchi Optus Australia
Big Red Optus Australia
TBWA Virgin Mobile Australia
Y&R ICICI India
Y&R Namco Japan
Ogilvy Carnival Cruise China
DDB Electrolux Australia
Leo Burnett DTAC Thailand

 

ASIA-PACIFIC TOP 10 MEDIA WINS (December)

Agency Account Area
PHD Al Futtaim Group UAE
MEC Danone (Dugro, Mamil) Malaysia
OMD Danone China
Carat Energy Trust (Buying) China
Havas Media CapitaLand Singapore
Ikon Communications Specialty Fashion Group (Buying) Australia
Mindshare BUPA (Social Media) Australia 
Mindshare Kellogg's New Zealand
MEC Darya-Varia Indonesia
ZenithOptimedia HomeShop 18 India

Methodology: The New Business League has been compiled with the assistance of R3. Data from a number of multi-national agencies is collected and collated on a monthly basis and the collated data is balanced against client estimates, Nielsen ADEX, discounted to appropriate levels and then converted to a revenue estimate by R3. Please note that R3 does not audit the data provided by the agencies or the published results. All comments and queries should be sent to greg@rthree.com.

 

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