2022 was the year of growth for French holding companies with Publicis Groupe and Havas leading R3’s New Business League.
Publicis Groupe was holding company of the year with 2,249 wins and $804 million in increased revenue, almost double second placed WPP.
The holding group’s leading media agency, Starcom, also topped the media agency rankings, generating $165 million in revenue, 60% more than sister agency Zenith in second place.
Among creative agencies, French shop Havas led with $156 million in overall new business revenue across 363 wins.
“Concepts like ‘Power of One’ and ‘Village’ resonated with marketers last year,” said Greg Paull, principal at independent consultancy, R3.
“The biggest advertisers are consolidating their marketing with holding groups that presents a clear strategy for integration. Publicis Groupe has also leaned into the Sapient and Epsilon acquisitions to fuel expanded consulting and data solutions."
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Overall, the value of new business decreased 35% year-on-year, though the number of pitches increased 11% from 2021.
“The race is heating up to diversify services beyond traditional Creative and Media,” said Paull.
“The future is in eCommerce, Data and Performance Marketing and agencies need to sell more advanced solutions to clients.
The biggest moves in 2022 have all been focused on the ability to serve the convergence of media, commerce, entertainment, and shopping.”
Among creative agencies, Quick Service Restaurants made up half of the top ten reviews with Burger King, KFC, Jack in the Box, Dunkin and Costa all finding new partners.
“Post Covid, the pressure is on for this sector for results, and this year saw exceptional turbulence,” said Paull.
Ford, Under Armour, SC Johnson and Walgreen’s also found new creative homes.
On the media agency roster, big decisions were made by AB InBev, McDonald’s and Kellogg’s (all won by Starcom), along with Amazon and Restaurant Brands appointing new partners.
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