OMD tops RECMA ranking again, with 17.6% market share
Omnicom Media Group’a media agency OMD has topped the RECMA ranking for highest overall activity volume, with $1.821bn – a market share of 17.6%.
This represented 15% growth on the previous year’s results, while Carat maintained second position despite a decline of 15%, which the report noted was driven by its loss of the Nissan, Mondelez and Amart accounts. Carat finished with $1.329bn and 12.8% share.
OMD had 661 staff in 2018, versus 2017’s 640
Why do we keep referencing these numbers???
SMI which is actual ad spend of all main agencies (excl IPG) and large direct advertisers showed an annual spend of $7, in 2018.
If you add up all the agencies quoted in this report and exclude IPG we get to a total reported spend of $9.030bn according to RECMA. Noting this report is only the top 16 agencies.
I am not disputing the ranking, but surely commentary by Mumbrella and other outlets needs to be given behind the numbers instead of just copy-pasting a media release from RECMA.
Why do we keep kidding ourselves when everyone in the industry knows there is no credibility in these figures, yet they keep getting reported.
How about articles like this get fact checked and maybe a bit of analysis is conducted using SMI or even Commvergence to validate some of this spend data instead of just copying the summary from a media release.