The billings league table of Britain’s media shops has a new kingpin – Aegis Group-owned Carat – toppling Zenith Media from the prime position it has held since being jointly launched by Saatchi & Saatchi and Cordiant in 1988.
Carat’s margin of victory is not wide – £552.1 million for the period August 2000-July 2001 compared with Zenith’s £548m. However, the table’s compiler AC Nielsen MMS reports that Zenith appears set to regain the lead based on data collected since July.
Zenith managing director Simon Marquis was philosophical about the dethronement: “We've never made being number one our sole proposition. Being big is certainly part of it but being highly skilled in planning and buying is more important."