TOP 20: NETWORKS IN ASIA-PACIFIC - Rankings based on market share, business activity and creativity

<Paragraph formatting=tabular><pre> AGENCY RANKINGS 2002 - ASIA-PACIFIC Rank Creativity Market Business Total Share Activity* Score 1 Ogilvy %26 Mather 178 153 151 482 2 J. Walter Thompson 124 147 179 450 3 Leo Burnett 150 121 164 435 4 Saatchi %26 Saatchi 164 101 142 407 5 McCann-Erickson 110 156 138 404 6 BBDO 137 115 143 396 7 TBWA 131 106 152 389 8 D'Arcy 123 96 143 361 8 Bates 112 114 135 361 10 DDB 111 114 125 350 11 Dentsu Young %26 Rubicam 112 111 123 346 12 Lowe 117 85 136 338 13 Grey Global Group 99 90 146 335 14 Dentsu 105 119 102 326 15 FCB 104 104 115 323 16 Publicis 95 92 119 305 17 Euro RSCG 98 93 102 293 18 Hakuhodo 104 89 93 286 19 BBH 99 51 105 255 20 Batey Ads 95 57 93 245 * First four months of 2002: major account wins and campaigns launched Markets covered consisted of China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan and Thailand Thirteen agency networks provided media with income reports for 2001. They were Bates, BBDO, D'Arcy, Dentsu, Dentsu Young %26 Rubicam, Grey Global Group, J. Walter Thompson, Leo Burnett, Lowe, M%26C Saatchi, Publicis, Saatchi %26 Saatchi and TBWA. But only TBWA's and D'Arcy figures were audited, as media had requested Not a single media agency group, however, submitted any figures, both audited or unaudited. </pre></Paragraph>

by | 05/31/2002

In compiling media's first-ever ranking of agency groups in Asia-Pacific, the editorial team devised a score card based on three performance criteria:

- Creativity, measured by the number and type of awards won at the 2002 media Advertising Awards and AdFest.

- Market share, measured by the market share of an agency in each of the major markets under review.

- New business wins and campaign launches in individual markets and on a regional basis.

Each agency was then ranked on each of the three criteria per market.

Each market was weighted based on its size in relation to the Asia-Pacific total to determine final tallies for market share and business activity.

Weights, however, were not attached to the creativity ranking for the different markets because award shows regionalise, even globalise, creative achievements.

The agencies were therefore ranked on the levels of excellence they achieved, not in one or two markets but across a region that extends from India to Japan and China to Indonesia.

As this is the first ranking, a few networks have been excluded - not because they did not measure up but simply due to the difficulty in sourcing reliable information based on the three criteria.

There is a compelling reason why the editorial team chose to use a score card to rank agencies: the task of collecting revenue data - the traditional measure for rankings - proved too complex for many agency networks, especially as media had requested audited income figures.

The score card evaluation is still a work in progress. As a matter of policy, some agencies do not announce major business wins or the launch of all campaigns, the crucial third criteria in the score card. But even without this criteria, the rankings reached a similar conclusion. However, the inclusion of business wins/campaigns was deemed necessary to achieve a more rounded evaluation of an agency's performance.

New criteria will be added in future, hopefully with the cooperation of agency networks, or expanded to ensure as comprehensive an evaluation as possible.