OMD Australia has taken the top spot in both the RECMA and COMvergence annual billings rankings for 2021.
RECMA and COMvergence are independent research companies who publish media agency rankings on a global scale.
According to the latest RECMA report, OMD remains the number one media agency in Australia with over 18% of the market share, further increasing the gap with the next ranked agency. COMvergence reports similar rankings, with OMD firmly placed as the number one agency in total billings.
Earlier this year, RECMA also released their ‘Domestic Report’ which ranks agencies across qualitative measures including new business wins, portfolio growth, awards, agency structure and expertise. Based on these measures, agencies are profiled across four quartiles. Importantly, OMD is the only agency to consistently appear in the dominant profile as the number one qualitative agency for the eighth year in a row.
Following a strong 2021 with the appointment of the Victorian Government, the agency has continued its success in 2022 with the recent win of the consolidated NSW Government account.
Sian Whitnall, co-CEO, OMD Australia, says on the announcement; “It’s been a huge year for OMD with the significant evolution of our business. A large focus has been placed on strengthening our product offering and leadership structure and we are pleased this has resulted in our most recent appointments including the consolidated media account for the NSW Government and Abano Healthcare Group.”
Laura Nice, co-CEO, OMD Australia, adds; “Our sustainable approach across all layers of our business has resulted in our consistent growth over time. We value our longstanding partnerships with our clients and know this consistency could not be achieved without the amazing people of OMD, the strength of our product offering and our media partner relationships.”
Peter Horgan, CEO, Omnicom Media Group Australia and New Zealand, comments; “These results are a testament to the depth and quality of OMD’s offering under the leadership of Sian Whitnall and Laura Nice, and evidence of the continued momentum of Australia’s leading media agency.”
OMD’s local success is also being replicated at a global level. In their latest report, COMvergence ranked OMD Worldwide as the number one global media agency based on annual billings for the fifth consecutive year. The 2020 Global, Regional and Country Rankings report shows OMD with billings of $23.8 billion, outperforming its nearest competitor by $1.2 billion. Additionally, OMD also led the industry in global digital billings, a testament to its investment in technology and talent.
The ranking is the latest evidence that as clients shift their focus from navigating the historic disruption wrought by the pandemic to managing the business, marketing and technology transformation needed to grow both sales and share in the new post-Covid consumer landscape, OMD continues to lead its category across a broad spectrum of relevant measures including new business ($2 billion in net new billings), client satisfaction scores that outperform the industry and innovative solutions that are enabling its clients to solve for the biggest challenges facing marketers today, such as privacy, the acceleration of commerce, the cookie-less future and the search for new measurement currencies.
The 2021 Global, Regional and Country Rankings report dropped just days after OMD Worldwide was named Media Network of the Year at the 2022 Cannes Lions International Festival of Creativity. The festival also served as a showcase for OMD ‘s work in attention measurement – a groundbreaking approach to attention that establishes attention-based KPIs at the brand and platform level, enabling brands to optimise media investment to the channels, platforms and formats that will deliver the right amount of attention needed for specific campaigns and objectives.
Commenting on the global network’s fifth consecutive #1 ranking, OMD Worldwide CEO George Manas says,” Whether it’s our first, second or fifth win in row, we can never think that past performance guarantees future success. To help clients manage – and leverage – accelerated forces of change, we will continue to diversify our talent and skill sets and advance our tools and technology to future-proof our offer and our client’s media investment.”
