Burnett and WCRS set the billings table pace

By JOHN TYLEE, campaignlive.co.uk, Friday, 13 November 1998 12:00AM

J. Walter Thompson has ousted its WPP sister shop, Ogilvy & Mather, from third spot in the latest MMS ranking table.

J. Walter Thompson has ousted its WPP sister shop, Ogilvy & Mather,

from third spot in the latest MMS ranking table.



A 12 per cent jump in billings in the year to September has enabled JWT

to muscle ahead of O&M, which has been rocked by the departure of the

#12 million Guinness account and has still to come to terms with the #20

million Ford business lost earlier this year to Young & Rubicam.



JWT’s success owes as much to organic growth as new business, with major

clients such as Kellogg, Barclays and Nestle all increasing their

spends.



Heavier spending by existing clients is also seen as the main reason for

a steady rise through the ranks by Publicis which, like JWT, has

profited from new assignments from Nestle - including Coffeemate and the

company’s 60th anniversary project - along with McVitie’s.



The agency’s move from seventh to sixth place, fuelled by a 17 per cent

billings growth, looks even more impressive when the loss of the #10

million Halfords business is taken into account.



While Rainey Kelly Campbell Roalfe maintains its momentum with a 40 per

cent billings rise which lifts it six places year on year, a rejuvenated

Leo Burnett runs it close with a 34 per cent billings boost during the

year.



Burnetts’ rise to 17th position reflects a period in which it has

benefited from a series of domestic wins - Walt Disney World, the

Express and BT consumer products among them - as well as international

realignments, notably Procter & Gamble’s Tambrands business.



At the same time, increased spending by existing Burnetts clients,

including P&G, McDonald’s and Kellogg, has helped sustain its

progress.



WCRS is reaping the rewards of an emphasis on new business. Debenhams,

Forte, Speedo and Freemans are testaments to the revival of the agency,

and with the #20 million National Lottery yet to kick in, WCRS looks

likely to deliver equally good results next year.



Initiative Media, on the back of its Peugeot-Citroen triumph, and

Universal McCann, with BSkyB, were the star media agency performers,

while MindShare, not in existence this time last year, makes third

place. However, MediaVest’s drop from third to fifth position despite an

8 per cent billings growth shows how tough it is at the top.





MEDIA AGENCY TABLE

Rank      Agency                       Billings       Billings     y/o/y

98   97                              year ending    year ending    % chg

                                    Sept 98 (#m)   Sept 97 (#m)

1    1    Zenith Media                   551.95          527.79        4

2    2    Carat                          427.71          379.80       12

3    -    MindShare                      344.77            -           -

4    4    BMP Optimum                    336.40          273.19       23

5    3    MediaVest                      335.17          309.35        8

6    7    Initiative Media               283.02          205.62       37

7    6    Universal McCann               266.99          209.40       27

8    8    New PHD                        231.26          204.28       13

9    5    Mediapolis                     201.17          233.36      -13

10   11   The Media Business             179.18          166.44        7

11   12   Optimedia                      177.41          155.87       13

12   14   BBJ                            174.00          151.89       14

13   10   CIA Medianetwork               166.19          172.91       -3

14   15   MediaCom                       154.01          145.29        6

15   16   Leo Burnett                    150.97          144.79        4

16   17   Western International Media    143.10          133.04        7

17   19   Motive                         122.23          116.92        4

18   13   IDK Media                      101.88          151.98      -32

19   21    Saatchi & Saatchi              93.48           70.06       33

20   20   Manning Gottlieb Media          83.63           81.40        2

21   22   John Ayling & Associates        69.07           55.11       25

22   27   Media Solutions                 62.12           48.30       28

23   26   Universal McCann M’chester      58.07           33.11       73

24   29   WIRR - Feather Brooksbank       57.57           49.88        6

25   23   Carat Manchester                56.82           54.44        4

26   25   MBS                             52.30           50.00        4

27   24   CDP Media                       50.51           51.76       -2

28   28   MediaVest Manchester            49.15           34.35       43

29   30   BJK&E Media                     36.54           31.85       14

30   31   Media Campaign Services         36.04           28.18       27

Source: MMS.

AGENCY TABLE

Rank      Agency                       Billings        Billings    y/o/y

98   97                             year ending     year ending    % chg

                                   Sept 98 (#m)    Sept 97 (#m)

1    1    Abbott Mead Vickers BBDO       335.10          346.56       -3

2    2    Saatchi & Saatchi              266.51          281.58       -5

3    4    J. Walter Thompson             258.06          228.52       12

4    3    Ogilvy & Mather                249.33          245.36        1

5    5    BMP DDB                        230.44          209.13       10

6    7    Publicis                       223.15          189.14       17

7    -    TBWA GGT Simons Palmer         215.98            -           -

8    5    DMB&B                          210.07          210.86        -

9    8    Grey Advertising               201.63          176.16       14

10   10   McCann-Erickson                191.70          156.82       22

11   9    Bates Dorland                  171.03          173.55       -1

12   12   Lowe Howard-Spink              163.06          148.25        9

13   13   Euro RSCG Wnek Gosper          160.91          139.71       15

14   11   M&C Saatchi                    151.69          154.99       -2

15   17   WCRS                           147.03          112.39       30

16   14   Ammirati Puris Lintas          143.18          135.71        5

17   20   Leo Burnett                    133.21           98.94       34

18   15   Bartle Bogle Hegarty           132.96          126.11        5

19   19   Young & Rubicam                116.69          101.21       15

20   26   Rainey Kelly Campbell Roalfe    58.57           41.58       40

21   22   HHCL & Partners                 55.35           51.11        8

22   28   Leagas Delaney                  54.62           38.29       42

23   21   Collett Dickenson Pearce        49.49           57.23      -13

24   27   Delaney Fletcher Bozell         49.48           40.58       21

25   29   Foote Cone & Belding            46.85           36.89       27

26   30   Banks Hoggins O’Shea            46.40           35.89       29

27   25   McCann-Erickson M’chester       42.18           42.87       -1

28   23   St Luke’s                       39.69           48.84      -18

29   37   FCA!                            37.86           24.25       56

30   24   RPM3                            37.44           45.05      -16

Source: MMS.



This article was first published on campaignlive.co.uk

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