When it comes to pitching for new business, Mediaedge:cia and parent company WPP Group took the lead in RECMA's ranking of global media agency networks and global media groups.
RECMA, which stands for Research Company Evaluating the Media Agency Industry, released the finding of an 18-month study of 426 media agencies across 39 countries that assessed more than 5,000 account moves in order to assign each agency a grade from A+ to C and establish a global hierarchy.
The top five
In adding three more countries to the report (previously known as "Vitality" and now called "Competitiveness in Pitches 2005-mid-2006"), RECMA's ranking saw Mediaedge:cia move from the No. 2 in 2005 to the No. 1 position this year. Publicis Groupe's Starcom MediaVest Group moved up from No. 4 to No. 2, followed by Aegis' Carat, which remained at No. 3. WPP's MindShare (down from No. 1 in 2005 to No. 4) and Omnicom's OMD (up from No. 7) rounded out the top five.
MediaCom, ZenithOptimedia and Universal McCann all slipped a spot while still staying in the top 10. Initiative maintained its position at No. 8 and MPG moved up one spot into No. 9.
In the media group category, WPP's Group M (parent to Mediaedge:cia, MindShare and MediaCom) was followed by Publicis Groupe, Aegis, Omnicom and recently restructured Interpublic Media.
The next report, due out in September 2007, will include 49 countries.