RECMA media agency dollar data suggests shift in pecking order

By (incomplete) | 17 July 2014
Source: Wikicommons

GroupM's staff in Australia on average accounted for $4.5m a head in terms of overall activity for the group in 2013. That ratio was only bettered by Mediabrands, where staff on average accounted for $4.6m in the calendar year.

According to latest RECMA data, GroupM brought in $3.045bn in terms of overall activity in 2013, up 12% on 2012. That growth was achieved with a 5.1% increase in headcount, to 681 staff, the data suggests.

Mediabrands reported year-on-year growth of 42%, from $1.162bn to $1.645bn in overall activity in 2013 according to RECMA. The group's headcount increased in tandem, up 42% from 249 to 354 staff. That equates to $4.6m per head.

The numbers make interesting reading, given that margins from media billings alone are reported to be between one and two per cent.

GroupM had a 31% share of the market, according to RECMA, Dentsu Aegis overall activity stood at $2.050bn, flat year-on-year, giving it a 21% share. Headcount at Dentsu Aegis increased 20% to 515.

Omnicom Media Group (up 4% YoY to $1.695bn) and Mediabrands (up 42% to $1.645bn) were both ranked equal third with a 17% market share after the latter put almost half a billion dollars more through its books according to RECMA.

As individual agencies within the networks, MediaCom remained at the top of the pile with overall activity up 10% to $1.390bn. RECMA has UM adding $460m in overall activity year-on-year, placing it joint second with exactly the same dollar figure as OMD ($1.300bn). UM's increase was 55%, the figures suggest, as was Carat's, the agency ranked fourth with overall activity standing at $1.060bn.

Last year RECMA had Carat at $682m. While Carat's tally rose some $380m, year-on-year, Mitchell & Partners' overall activity fell $335m (-29%) to $820m, putting the agency in 5th place.

ZenithOptimedia was ranked sixth, followed by StarcomMV, Mindshare, MEC, Ikon, Maxus, PHD, and Initiative.

Of those agencies, Maxus had the best staff to dollar ratio, at $6.8m per head, roughly the same as in 2012. The agency, led by John Chadwick, appears to have quietly increased overall activity by 23% to $475m via a lean staff of 70. Mitchell & Partners, with $6.1m per head reported, is the only other agency close to that ratio.

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