Publicis tops the 2004 league and McCann's second

CREATIVE December was the quietest new business month, with little change at the top. Publicis capped a successful year as the overall winner, followed by 2004's leader, McCann. Leo Burnett and TBWA made up the most ground in the Q4. MEDIA Despite falling behind early in the year, MindShare maintained its pole position in the table for the second consecutive year, driven by wins across the board, led by Japan. ZenithOptimedia was led by strong wins in 2004 in China and Hong Kong. ANALYSIS In total, there were 789 creative moves in 2004 worth US$1.83 billion in billings. Within the media agencies, 875 moves were reported worth $1.9 billion. In the last league table, Saatchis' loss of Mico Bosch should read as media-only.