Omnicom Media Group network PHD won the most new business in 2016, according to a global new business performance rankings compiled by research evaluator RECMA.
The report, ‘Major Wins, Jan-Dec 2016’, evaluates 900 moves of the top 150 international advertisers. It showed that PHD’s Volkswagen Group win from GroupM equated to $2.1bn of agency’s reported gains, which totalled $2.585bn in new business. Carat took second spot with $1.299bn.
Five other significant accounts included 21st Century Fox’s global review for $1.197bn, Sony’s review in five divisions for $970m, Walmart’s $881m USA review, Coty’s $834m global review and Coca Cola’s $810m review in seven markets.
Regionally, EMEA had the most account moves at 474, compared to 254 in APAC, 117 in US and only 50 in LatAm. MediaCom, MEC and Mediavest/Spark suffered 44% of all losses, at -$2.8bn, -$2.5bn and $1.8bn respectively.
Zenith retained the most business with 20th Century Fox and Coty making up the most volume, while Hearts & Science had $2bn gains but because it is a new player only active in four countries it can’t fairly be compared to networks, with AT&T making up all its wins.
Separately, independent international bureau COMvergence’s report compiling the top 30 global and regional pitches also showed PHD taking the number one spot, with VW Group’s pitch the biggest of 2016.
Omnicom Media Group therefore topped the Media Agency Groups chart in both reports.
