Top 50 media agencies 2009

When recession strikes, creative agencies would be expected to suffer first as new projects are deferred or abandoned.

Carat won several accounts in 2008, rounding the year off with the European consolidated Kellogg account
Carat won several accounts in 2008, rounding the year off with the European consolidated Kellogg account

Media spend will have a momentum of its own for a short while - relying if necessary on old campaigns - but budget cuts will not be avoided forever.

This delayed response may help to explain why media billings fell by a smaller percentage than creative billings last year.  But fall they did, contrary to predictions.

In the circumstances, Aegis' agencies Carat and Vizeum must be feeling very pleased with themselves as aggregate billings climbed by nearly 8 per cent. MPG did even better with a 16.7 per cent increase.

As the economic climate worsens, clients are likely to place more emphasis on short-term, measurable and actionable response campaigns, directing more of their diminished budget towards direct marketing and digital channels. 

To add insult to injury, the virtually invisible rate of bank interest that can currently be earned on cash balances will remove a traditional boost to media agencies' profits.

How holding companies are measuring up

Share of media:

Rank 2008 Rank 2007 Holding company Billings 2008 (£m) Billings 2007 (£m) % change
           
1 1 WPP  2,266.60 2,200.60 3
2 2 Publicis Groupe  1,151.10 1,352.70 -15
3 3 Omnicom  1,056.50 1,179.20 -10.4
4 4 Aegis  944.4 880.3 7.3
5 5 Interpublic  400.1 498.1 -19.7
6 6 Havas  238 229.2 3.9

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More