According to a report by media agency research group Recma, MindShare was at the top of the pile for account acquisitions in 2004, winning an impressive £1.3bn worth of media business.
Kelly Clark, chief executive of MindShare
“We predicted that there would be four or five consolidated buying points and that scale would be important to play in the premier league.
“But more importantly, we saw that creativity and intelligence would make the difference.
Clients are now demanding a unique combination of brains and brawn, and this has helped us win more than our fair share of business over the last two years.”
The news gets even better for MindShare in the
One rival agency boss said: “It’s been WPP’s year, no question, but I think that the next stage of the battle will not be about who is the biggest, but who has the best people.”
Other huge business wins for MindShare this year included the European business for Unilever, worth an estimated £555m, as well as the global business for American Express, which added another £194m to MindShare’s books.
MindShare also claimed the £108m global branding account for the electronics giant Samsung from Initiative Media, part of the Interpublic Group.
Publicis’ Starcom Group came in second with just over a billion pounds’ worth of new business, but WPP’s second agency network Mediaedge:cia was next in line, with annual new business wins of just under half a billion.
MediaCom, which, if all goes to plan, will soon be part of WPP when the finishing touches are put to the deal brokered by Sorrell with Grey Global chairman and chief executive Ed Meyer earlier this year, came fourth in the new business rankings with just over £400m awarded to the agency globally.
Much of this business was achieved in the
Steve Allan, chief executive of MediaCom in the
Obviously I’d be disappointed if that wasn’t showing through.
You have to look at whether or not agencies are losing clients, and thankfully we’ve done very well on that score.
“And then, of course, we’ve got organic growth. What we’ve seen in 2004 is underlying growth from existing clients through some recovery of the advertising market in general.”
The Starcom Group, comprised of both Starcom Motive and Starcom Mediavest, also put in an impressive performance during 2004.
Big wins for the agency group included the £26m global business for Oracle, which the network won from incumbent agency MediaCom in June and News Corporation’s £21m media business in
Omnicom’s OMD won nearly 20 new business pitches last year, some of the most significant of which were the £46m German business for REWE and the Coop Norden media account, worth £21m.
Carat put in its best performance in the later stages of the year, retaining the £31.5m
Jenny Biggam, marketing director at Carat, said: “We decided that this year we were going to put a lot of emphasis on new business pitches. 2004 has been a great year for us"
By Mark Banham & Deborah Bonello