SMG tops RECMA global billings rankings for 2011

Paris-based research agency RECMA (Research Company Evaluating the Media Agency industry) has released its global billings rankings for 2011.

Starcom MediaVest Group leads the fray in the global network ranking 2011 but with a very tiny gap (less than $0.2 billion). SMG increased its billings by 9 per cent (or +$2.8 billion).

In second place, OMD posted a 9.8 per cent overall growth (or +$3 billion).

In third place is Zenith Optimedia with a 11.1 per cent growth rate.

As per the research company, GroupM is the industry leader at an overall level and scored a growth slightly below the average with uneven performances across the regions: low billings increase in the USA (+5 per cent versus +10 per cent on average) but high in Asia-Pacific (+$2.3 billion). Internal hierarchy of the four networks remains unchanged: Mindshare, MediaCom, MEC and Maxus (which increased its share due to its performance in USA, UK and Germany).

GroupM's closest challengers, Publicis/VivaKi’ billings grew by over 10 per cent (+$6 billion) whilst Omnicom/OMG was the only group to maintain its sustained growth rate as last year with +11.7 per cent (+$4.6 billion).

According to the India slice of the rankings, Mindshare is at the top of the table with $ 1050 million in billings in 2011.

In second place is Madison Media with $ 630 million in overall billings in 2011, followed by Maxus with $ 570 million.

This year, RECMA expanded the geographical coverage to 61 countries with 865 agencies evaluated. Also, post Dentsu's acquisition of Aegis, the research company notes: "The takeover of Aegis by Dentsu provides is a perfect geographical fit and does not have any impact in the billings tables from this report. However the addition of Dentsu Media Japan to Aegis Media’ global billings would allow this new Group to reach the third rank ahead of Omnicom
Media Group. This estimate is based on a billing figure for Dentsu Media Japan evaluated at 10 bn$ (about a quarter of Japan total adpends)."