THE BOOK OF LISTS: The 10 Biggest account moves globally

1. McDonald's media

Joe Uva cracked more than just a smile when OMD, the network he heads, was awarded the $1.2 billion global McDonald's account without a pitch. OMD's good fortune came at Starcom Motive's expense in the UK.

2. France Telecom media

There was a dazzling amount of money in question. France Telecom spends an estimated £500 million across Europe and a decision to rethink its media agency arrangements had serious implications for all parties involved. In the UK, Media Planning Group wept as Initiative swept to the top of the new-business league over night.

3. Microsoft

It's probably one of the biggest below-the-line pitches ever held. Microsoft is attempting to consolidate its global relationship marketing programmes into a single network. An estimated £400 million in billings is at stake.

4. Coca-Cola media

It was action stations when Coca-Cola decided to consolidate its entire $300 million US budget into one media agency. Universal McCann, the buying incumbent, lost out to Starcom MediaVest, the planning incumbent. Carat and MindShare also competed.

5. Philips

DDB has worked Philips hard and it paid off when the electronics giant consolidated a further £200 million-worth of billings into the network. Leo Burnett could only watch and weep.

6. Capital One

Staff at McCann-Erickson may have been dogged by a Securities & Exchange Commission investigation and tumbling share price, but things began to look up when Capital One handed the network its £150 million global creative account in a move out of Publicis.

7. Cadbury media

Cadbury's decision in May to look at its international media arrangements, worth £147 million, has kept agencies around the world busy. The UK pitch saw Starcom Motive take £21 million in billings from Carat.

8. Carrefour creative and media

Alain de Pouzilhac cracked more than a smile when Carrefour decided to hand its creative account, worth £120 million, to Euro RSCG in France. The French supermarket group followed the compliment up by shifting the bulk of its media planning and buying into Media Planning Group.

9. Starcom media

Starcom MediaVest's grip on Twentieth Century Fox's £27 million UK account is in question following the film distributor's decision in October to review its £135 million pan-European arrangements. OMD handles the business in other key European markets, including Germany. The pitch, and its shortlist, is wrapped in secrecy.

10. Dell creative

DDB reinforced its network credentials again when it secured the pan-European Dell creative account. Led by BMP DDB in London, the successful pitch saw an estimated £90 million in billings head into the network.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).