RECMA (REsearch Company evaluating the Media Agency industry) just released the Compitches 2009-2007 rankings. The study tries to determine the competitiveness and success in new business acquisitions by advertising agencies. Portada talked to Aida Garcia, Iberia Senior Researcher at Recma, in order to better understand the Latin American figures.
In Latin America the classification covers four countries: México, Argentina, Chile and Colombia. Over the past three years the agencies with better results were Starcom and Arena with 15 points, and MEC with 14. The complete ranking was:
|
Network
|
Points
|
|
Starcom
|
15
|
|
Arena
|
15
|
|
MEC
|
14
|
|
MPG
|
12
|
|
Mindshare
|
11
|
|
OMD
|
10
|
|
UM
|
8
|
|
Initiative
|
8
|
|
ZenithOptimedia
|
7
|
|
Carat
|
5
|
|
MediaCom
|
4
|
|
PHP
|
3
|
|
Maxus
|
0
|
|
Vizeum
|
0
|
SOURCE: RECMA
“In 2009 RECMA analyzed 104 account moves. The account wins and lost considered where those with a >$1m USD inversion. In México (28), Argentina (26), Chile (31) and Colombia (19), each move gives points to the agency” clarifies Aida Garcia, Iberia Senior Researcher at Recma.
On the local level (meaning the account movements are not being drive by strategic alliances done by the advertiser) the most important moves were:
México: (more than $24m investment)
– Danone
– Grupo Modelo
Argentina (more than $8m de investment)
– Molinos Rio de la Plata
– Grupo Garbarino
– Santander
Chile (more than $5m investment)
– Entel
– Coca-Cola
– Grupo Santander
– Banco Estado
Colombia (more than $5m investment)
– Laboratorios Wyeth
– Alpina
– Servientrega
“Accounts moves conducted by strategic alliances done by the advertiser were: Nokia (Carat) and Hewlett Packard (OMD/PHD).” added Aida.
Agencies are ranked with grades from C to A+, by country then at a regional and finally global level. This research compiles over 2000 account moves from 297 media agencies in 26 countries. Additional to the 14 network rankings, Recma ranks the six groups of networks in 2009 and over the three years.
The information obtained by Recma was checked with the agencies. The company contacted the 289 assessed agencies between November and December 2009 and sent them a first draft of their Compitches table.
