The RECMA rankings: should we care about a self assessed beauty contest?
While some of the figures in the latest RECMA rankings are questionable Nic Christensen argues they still provide an interesting insight on the state of the media industry.
There’s something about the RECMA numbers that just does not make sense. But when you ask a bunch of agencies to tell you how much they spend every year you’re likely to get some very interesting results.
But despite the inconsistencies they are still the best map of media agencyland, are provide insights around the challenges of staff churn, the rise of programmatic and the broader challenge of falling client spend which are actually quite telling.
It was only a couple of weeks since I was writing about how the new business beauty contest is bullshit and how the increasingly relentless pursuit of billings and scale is producing bad outcomes for agencies and clients alike.
