Mindshare, Carat Vizeum, MEC top new RECMA rankings

The new evaluation report from Research Company evaluating the media agency industry (RECMA) focuses on partnerships between the media agency networks and the top 100 international advertisers in ten key countries, including China, India and Australia.

The top three comprises of Mindshare (dominant in resources with 13 points and high success in new business wins), Carat+Vizeum (dominant in resources with  11 points and high success in new business), and MEC (good profile in resources with 11 points and good success in new business).

This differs from RECMA’s network rankings by overall billings, in which the top three are Starcom MediaVest, ZenithOptimedia and Mindshare.

The new research evaluates and classifies networks according to ten criteria including staff resources and hubs, share of international clients, number of top 100 advertisers handled, exposure to number one and top three clients.

Also the network performances in regional and global pitches in 2009 and 2010 have been captured based on the analysis of 100+ major media account moves.

Seven international client hubs, operated by the networks, are described with details about headcount, unit head and key clients – a more comprehensive table is provided for the London hub being the largest for most agencies.

RECMA’s Eudes Delafon and Olivier Gauthier describe the new report as the missing piece of their research.

“What the industry professionals were missing is a report dedicated to international advertisers and describing the networks’ profile, resources and new business performances,” they said in an extract from the report.