Siemens Mobile win puts McCann back in top spot

CREATIVE McCann finds itself back in familiar territory at the top of the table, with the global Siemens Mobile consolidation and its China wins. Publicis makes the most ground this month with Excelcom win. MEDIA Despite the realigning of HSBC, ZenithOptimedia has surged to the top on a large number of wins from China (some only reported this month) and on the News Limited shared win with Starcom in Australia. Mindshare with HSBC and a Lenovo project (for Maxus) is not far behind. ANALYSIS Procurement continues to feature prominently in agency selection. This month two of the wins were done via online reverse auction with agencies bidding against each other in a kind of eBay environment. Not the best way to search for creative talent and business.