Marcom research house COMvergence has released its latest media agency rankings based on 2018 global and US numbers. Total billings spend is estimated at $US18.5 billion.
OMD came out as 2018’s top ranked global media agency network with $US18.48 billion. GroupM’s Mindshare placed second with $US17.2 billion and Carat third at $US15 billion.
In Australia, OMD tops the list with $US587 million, followed by Carat with $US523 million, MediaCom at $US378 million and Wavemaker at $US376 million.
The top three groups are: GroupM with $US1.3 billion; OMG $US991 million; Dentsu Aegis $US747 million.
Billings at Omnicom Media Group grew 13% in 2018, says COMvergence.
The top five accounts impacting billings: Victoria Government $US39 million; Media Merchants $US31 million; Australian Federal Government $US29 million; Nissan Motors $US24 million; Hyundai $US24 million.
COMvergence says Australia media agency billings are calculated based on clients whose spend is greater than $US1 million (the top 1000 advertisers).
Spend figures have 30% added to reflect digital media spend.
COMvergence estimates the total market studied in Australia at $US6.45 billion, with the major agencies taking $US4.6 billion, and independents and in-house at $US1.84 billion.
The top 10 media agencies by billings in Australia for 2018:
