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GroupM and Mindshare top RECMA billings in India

IPG Mediabrands and Madison rank as No. 2 and No. 3 media agency groups

BestMediaInfo Bureau | Mumbai | January 3, 2017

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Last month, Paris-based Research Company Evaluating Media Agencies (RECMA) had released its 2016 qualitative rankings in which it named GroupM’s Mindshare as the No. 1 media agency in India. The body also recently released top media agency networks as per billings in which GroupM/WPP topped the list in India.

As per the data sourced from multiple subscribers of RECMA, Mindshare registered a 42 per cent rise as it billed $1884 million in 2015, while Maxus recorded billings of $886 million in 2015, a 24 per cent growth from 2014. Initiative registered a 46 per cent growth with billings of $714 million in 2015. Mediacom was next, growing 26 per cent to billings of $713 million. MEC registered $690 million billings, growing by 42 per cent.

According to the report, GroupM witnessed a growth of 35 per cent from 2014 to get a billing of $ 4558 million in 2015.

The second largest media group, IPG Mediabrands, grew by 27 per cent in 2015, with billings of $1530 million.

At No. 3 was Madison Media with $944 in 2015, a growth of 12 per cent.

Publicis Media Group stood at No. 4 with $840 million in 2015 and grew by 33 per cent.

Omnicom Media Group stood at No. 5 registering 26 per cent growth to record $818 million billing in 2015.

Dentsu Aegis Network stood at No. 6 with a 76 per cent and billings of $597 million.

Havas Media Group was at No. 7 with 22 per cent growth and billings of $538 million in 2015. Percept Media grew by 13 per cent and had billings of $175 million while RK Swamy Media Group grew by 23 per cent with billings of $129 million in 2015.

CVL Srinivas

CVL Srinivas

“GroupM has stretched its lead in market thanks to the stupendous effort put in by our team, encouragement we’ve had from our clients to keep raising the bar, excellent support from our partners and our investments in training and technology. What gives us even greater satisfaction is that we have stayed true to our vision of building the agency of the future that has moved us up several notches over traditional media agencies,” said CVL Srinivas, CEO South Asia, Group M.

RECMA’s report is the only third party report that evaluates digital and media agencies worldwide and is widely trusted by the agencies in the country.

Media Companies India Overall Activity 2015
$ Millions INR Billions
GroupM/WPP 4558 310
Mediabrands/IPG 1530 104
Madison Media 944 64
Publicis Media 840 57
Omnicom Media Group 818 56
Dentsu Aegis Network 597 41

Below is a list of Global and Indian agency-wise billings and percentage shares:

Rank Industry Shares 2015 (Global Media Agencies) Media Companies Overall Activity 2015 Rounded ($Million) Overall Activity 2014 Rounded ($Million) Growth Rate 15/14
1 51.3% GroupM/WPP 4558 3376 35%
Mindshare 1884 1336 42%
Maxus 886 715 24%
Mediacom 713 567 26%
MEC 690 435 42%
Motivator 276 200 38%
Team Airtel 109 79 38%
2 17.2% Mediabrands/IPG 1530 1208 27%
Initiative 714 488 46%
Lodestar UM 627 577 9%
BPN 189 143 32%
3 9.5% Publicis Media 840 630 33%
Zenith/Blue 449 520 416 25%
Starcom Mediavest/Spark 320 214 49%
4 9.2% Omnicom Media Group 818 648 26%
OMD 405 335 20%
DDB MudraMax 242 209 21%
PHD 172 110 56%
5 6.7% Dentsu Aegis Network 595 339 76%
Carat 339 138 145%
Dentsu Media 207 153 36%
Vizeum 52 48 8%
6 6.1% Havas Media Group 538 443 22%
Total 100% Total of six companies studied by RECMA 8882 6644 34%
Indian Agencies Madison Media 944 844 12%
Percept Media 175 167 13%
RK Swamy Media Group 129 105 23%

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