World: New-Business Analysis - Nestle and HSBC accounts dominate global scene

In the first part of a monthly global view on the industry, Lucy Aitken sees signs of life.

2003 was a grim year for new business. The biggest global gains were mainly existing accounts that expanded, such as DDB winning the consolidated business from Dell and Philips. The exception was OMD's triumphant $1.2 billion McDonald's win.

So new-business directors across the globe are anxious to see what prizes are up for grabs in the months ahead.

In the first of Campaign's monthly round-ups of account moves and wins around the globe worth at least $50 million, it's clear things are starting to move, albeit slowly. The price tag on Nestle's media business has caused a flurry of excitement, while HSBC will continue to preoccupy the thoughts of hundreds of staff in the competing networks for the next month.

New-business directors agree that over the coming year, sectors which will be spending more include those dotcoms starting to turn in a profit and healthcare brands. Anticipating increased spend in the latter, many networks have already established their own healthcare units. In the US, packaged goods are also tipped.

Across Europe, the French and German economies are starting to pick up. Germany has been deeply entrenched in a dismal downturn, so the glimmer of light at the end of the tunnel cannot appear a moment too soon.

ACCOUNTS UNDER REVIEW

CLIENT/TASK BUDGET SHORTLIST INCUMBENT

dollars

Nestle

media planning 1.5bn IPG, WPP, various, including

and buying, global Publicis MindShare, OMD,

Universal McCann

HSBC

creative and media,

global 600m IPG, Omnicom, Lowe, Zenith-

WPP Optimedia

American Express

media, global 375m MindShare, Carat, MindShare

Initiative

Verizon Wireless

creative, US 300m McCann-Erickson, Lowe

JWT, Arnold

Old Navy

creative, US 180m JWT, Euro RSCG, in-house

Deutsch/LA

Air France

media, 40 countries 80m MPG, Initiative, MPG

OMD, Carat

CLIENT/TASK BUDGET DECISION CONSULTANT

dollars

Nestle

media planning 1.5bn n/s n/s

and buying, global

HSBC

creative and media,

global 600m May none

American Express

media, global 375m April none

Verizon Wireless

creative, US 300m April Pile and Co, Boston

Old Navy

creative, US 180m April Pile and Co, Boston

Air France

media, 40 countries 80m April n/s

ACCOUNTS WON

CLIENT/TASK BUDGET WINNER

dollars

Microsoft

CRM/direct, global 400m Y&R Brands

DirecTV

creative and media, US 115m BBDO/OMD New York

VAESA (VW and Audi)

media, Spain 80m MPG Arena, Spain

Procter & Gamble

media buying, Canada 80m MediaCom Canada

JTI

media, 13 markets 80m Vizeum

Fidelity

media, US 70m MPG US

Coca-Cola Ultra

creative, US 50m Berlin Cameron/Red Cell

CLIENT/TASK SHORTLIST INCUMBENT

Microsoft

CRM/direct, global several undisclosed

(undisclosed)

DirecTV

creative and media, US awarded without

a pitch Deutsch/LA, MediaVest

VAESA (VW and Audi)

media, Spain MediaCom,

ZenithOptimedia, Initiative

Starcom MediaVest

Procter & Gamble

media buying, Canada n/s n/s

JTI

media, 13 markets MEC, various Initiative, Starcom,

ZenithOptimedia

Fidelity

media, US MPG, OMD MPG

Coca-Cola Ultra

creative, US The Martin Agency, n/a

Richmond (IPG)

All budgets are estimates.

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1 Job description: Digital marketing executive

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).