Top agencies unscathed in China Recma ranking

But the report on projected portfolio growth has competitors gaining ground.

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Top agencies unscathed in China Recma ranking

Recma has released its projected portfolio ranking of international media agencies in China.

This research is a leading indicator of the agencies' volume of business, including non-traditional media (digital, data, content). It is different from the overall activity volume report published once a year in June, which is a lagging indicator of business over the previous year.

The projected portfolios are based on the agencies' activity volume in 2017, plus their new business wins in 2018, as well as intra-group account transfers.

In China, the top three ranking is unchanged from the last release. Mindshare’s leadership is unscathed despite a slight decline in industry share in 2018. The GroupM agency remains 10 points ahead of its immediate follower Starcom. Carat is number three.

Altogether, the leaders lose four points of industry share. Mediacom and Wavemaker, respectively #4 and #5, have both increased by one point and are closing the gap with the former three.

Initiative also claims the highest percentage growth followed by Spark Foundry, the latter also leading in absolute value.

At the same time, Blue 449, Dentsu X and Starcom suffer the steepest declines in shares.

At the holding-group level, GroupM continues to lead with an estimated 41% market share. (Last week, GroupM replaced Recma with COMvergence as its provider of third party billings, market share and new business data). Publicis is still second with 24% market share, followed by Dentsu Aegis Network, Omnicom Media Group and, far behind, IPG Mediabrands and Havas Media Group.