Agency Report Card: Media agencies in 2009

Now in its seventh year, Media’s Agency Report Card remains the most comprehensive overview of advertising and media agencies in Asia-Pacific. Compiled according to a variety of criteria, including new business analysis, agency submissions, creative wins, new staffing hires and the Agency Image Survey.

In a year when the global financial crisis has put agency performance and accountability among marketers under a much brighter spotlight than in has traditionally been the case, this report takes on special significance. This has been reflected to some extent by many of the 2009 scores.

Most notably, last year saw smaller media agency networks step forward. PHD in particular made a strong showing, having benefited from the stream of major pitches throughout the year. Having been almost unknown in Asia a year ago, the agency has shown that it is more than able to give the biggest networks a run for their money.

Indeed, though still a strong presence in the region, Mindshare slipped somewhat in 2009, particularly in China. Having started the year on a positive note, its subsequent losses of Unilever and Pepsi to PHD and OMD meant that the WPP agency dropped a point on last year.

The 2009 report also includes a new entry, with Maxus taking up its place alongside the region’s top media agencies. The arrival of Neil Stewart as CEO at the start of 2009, coupled with the agencies efforts to establish itself as an independent member of the GroupM stable, meant it was time for Maxus to join the report card.

Click here to access Creative Agencies Report.

The full report for each agency was originally published in the 28 January 2010 issue of Media.