MANILA, Philippines - Omnicom Media Group (OMG), the media services division of Omnicom Group Inc., tops the 2016 Major Wins report from the Research Company Evaluating the Media Agency Industry (RECMA), ranking the net new business balance of wins and departures in 2016.
Winning 29 percent of the $20.1 billion in ad spend that changed hands in 2016 while also keeping its share of the departure volume to five percent (the second lowest in the industry) across its three agency networks, Omnicom Media Group ended 2016 with a net new business balance of $4.4 billion.
Omnicom Media Group took the top slot through a combination of two historic wins by agencies PHD and Hearts and Science (totaling 15 percent of the total volume of new business awarded in 2016) and a net positive performance from OMD, making Omnicom Media Group the only multi-brand group with positive new business balance across all its agency brands.
Additionally, Omnicom Media Group had the smallest number of overall account moves.
“These results are the outcome of smart people empowered by smart data,” said Daryl Simm, Global chief executive officer of Omnicom Media Group, “and it validates our commitment to our fully integrated agile data platform that informs and inspires client strategies across our agencies.”
“2016 was a phenomenal year of growth for Omnicom Media Group. This outstanding achievement further validates that clients are looking for an agency partner that can help them leverage the power of data, technology and innovation. Our brands OMD, PHD and Hearts and Science will continue to remain at the leading edge and be a vital part of our client’s competitive advantage, “ added Cheuk Chiang, APAC CEO, Omnicom Media Group.
RECMA’s Major Wins report is based on 900 media account reviews totaling $27.6 billion (including $7.5 billion in retentions) conducted between Jan. 1 and Dec. 31, 2016.
Criteria for inclusion includes top 150 advertisers plus all regional or local reviews above $10 million. The report is intended to provide a competitive context for networks and groups in the quantitative metric of ad spend.