MediaCom boosted billings 20% to $1.215 billion in 2012, making it the highest billing agency in the country, according to RECMA data based partially on figures provided by agencies. Meanwhile, Mitchell & Partners declined 11%.
Overall, agency billings for the top 15 agencies in the country increased from $7.963 billion in 2011, to $8.907 billion in 2012, an increase of 12%.
The latest RECMA figures indicate that in 2012 MediaCom took the top spot in Australia, ahead of OMD in second and Mitchells in third.
MediaCom chief executive Mark Pejic said: “We are absolutely thrilled to have our people’s hard work recognised globally and locally. We are keen to ensure we are measured against the very best and RECMA is the crème de la crème of this.
"We may not be as vocal as some agencies at times, but we believe that real results and actions are invaluable over words – this is that. We are delighted to be awarded such a position as authentic recognition of our success. We will work hard to keep it.”
OMD's billings increased 5% from $1.144 billion in 2011 to $1.201 billion in 2012. Mitchells saw its billings decline from $997 million in 2011 to $887 million in 2012.
While unsurprising that Mitchells billings have declined, as the company has shifted clients into other Aegis agencies Carat and Vizeum, it is interesting that RECMA figures show Mitchells was in third place even in 2011. This is despite industry perception and claims from the agency itself that Mitchells was number one in 2011 in terms of billings.
The fastest growing agencies in 2012 were Aegis brands Carat and Vizeum. Carat increased 113% from $327 million to $695 million, while Vizeum increased from $0 to $120 million as a result of the Aegis' acquisition of Mitchell Communication Group in 2010, which saw local agency Mitchells moving staff and accounts into the global Aegis brands.
GroupM's Maxus also performed strongly. Locally, the agency achieved a 38% spike from 2011 to 2012. Maxus also achieved the highest growth globally, with a 30% increase.
WPP chief executive Sir Martin Sorrell said was glowing in his praise for the agency: “In the context of the media investment management market, Maxus is different – it's newer, it's fresher. It's the only network created in the digital age and provides a real alternative and distinct differentiation for clients. It's a fabulously successful part of GroupM, who in turn are a fabulously successful part of WPP.”
On the Australian list, UM was placed fourth, growing its billings 10% to $816 million, while ZenithOptimedia was in fifth place, with $715 million in billings. These agencies were followed, in order, by Carat, Ikon Communications, Starcom MediaVest, Mindshare, MEC, Maxus, PHD, Initiative, Havas Media and Vizeum.
RECMA billings are based on data provided by the agencies themselves.
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