RECMA (Research Company Evaluating the Media Agency Industry) released on Monday its Global Report Network Diagnostics, that consists in an aggregation of the qualitative evaluations that cover 46 countries (Croatia and New Zealand newly introduced).
In each country, media agencies and major independents are evaluated against a set of more than 14 KPIs, segmented in 4 categories, namely compitches (Competitiveness in pitches), momentum, specialized resources and client profile.
In the ranks of media networks, according to the study that involved an in-depth and comprehensive analysis of the strengths and weaknesses a total of 700 media agencies, the top 3 are OMD (1123 points) , followed by Carat (995) and MediaCom (859).
RECMA also studied all agencies, regardless of whether they are owned or affiliated with the six big Marketing and Communications Services Groups or not. For Europe, about 30 independents recorded negative scores whilst 9 others are strong competitors. The European agencies that are part of “strong competitors” group are:
- Mediaplus, Germany(84 pts)
- Ymedia, Spain(36 pts)
- Media Investment, Romania(20 pts)
- Pilot Media, Germany(18 pts)
- Space, Belgium(13 pts) although linked with Groups
- People Media, Turkey(11 pts)
- Dagmar, Finland(10 pts)
- Media.at, Austria(6 pts)
- Media Schneider, Switz(1 pt)
This year’s report includes 3 main points of importance:
- RECMA publishes for the 1st time a a picture of the industry based on December 2012 data. Therefor, most of the country Quali-Evaluations take in consideration the new business performances, structure developments and changes to the management up to early January 2013.
- Provides a comparative analysis of the agencies’ scores and positions between the July 2012 and December 2012 reports (using the concept of industry shares to monitor the evolutions). To notice is that, within a 6-month period, the scores and ranks have changed for several networks: Carat still n°2 but with a decline of its industry share, while ZenithOptimedia went down from 3rd to 5th place.
- includes differentiated top 13 networks and ten local or regional brands who are standalone players, although they are part of international networks or Groups. Therefore, local agencies are classified separately, without aggregating them into the network scores anylonger