Campaign AI Europe agency rankings: Wavemaker makes top spot

L'Oréal: working with Wavemaker on media
L'Oréal: working with Wavemaker on media

Havas Worldwide maintains pole position in creative table.

Wavemaker has jumped to first place in media in terms of new business in July, according to marketing consultancy R3.

R3, which works with Campaign on its Advertising Intelligence tool, compiles its Europe new-business leagues each month based on estimated revenues for the year to date.

The latest tables include new-business revenues up to July.

In the creative table, the top three remain the same as the previous month: Havas Worldwide, TBWA and New Commercial Arts.

Havas was, however, the only one of the three to have increased its estimated revenue, now at $72.9m from June’s $60.4m, with wins including projects for automotive company Inchcape and pharmaceuticals giant Novartis.

In fact, the only change in the top 10 is a swapping of positions between Wunderman Thompson and DDB, after the former landed Pets at Home.

On the media side, Wavemaker has leapfrogged June’s number one, Havas Media, to take pole position in July. The agency’s estimated revenue went from $18.3m in June to $47.3m in July, with wins including L’Oréal in Austria, Germany and Switzerland and Well Pharmacy in the UK.

Publicis Media has dropped from second place to 11th after losing that L’Oréal business to Wavemaker.

MediaCom climbed to sixth place with estimated revenue of $9.2m after wins including digestive health company FoodMarble in Ireland and fashion label Marc O’Polo in the Netherlands.

July Europe new business

For the month of July, new-business billings in Europe totalled $915.8m.

The biggest creative move in July was used and new car dealership, which chose Thjnk for its $27.6m business in Germany.

There were four $10m account moves: train company Deutsche Bahn picked Ogilvy and Grabarz & Partner to both work on its domestic business; airline loyalty programme Miles & More appointed Syzygy for a European brief; and social platform TikTok went with Mother for its UK account.

In media, L’Oréal was the biggest move by far – its $441.6m Austria, Germany and Switzerland business went to Wavemaker, which already works with the brand in some markets.

OMD landed the second-largest business, the $60m EMEA World Expo brief, as well as the $13.5m Pernod Ricard UK task.

Initiative and Havas Media picked up the other two top five accounts in July, both covering Germany. Initiative won Arla Foods ($15m) and Havas Media scooped online retailer Wayfair ($13m).

From a holding company perspective, billings in Europe far surpassed those in June for some. WPP, as in June, came top – with billings at $520.9m compared with just $182.7m the previous month.

In second place, Havas’ billings were slightly down, at $144.7m versus $172.3m in June. Omnicom, like WPP, saw a surge in billings, but at a slower rate – totalling $124.3m, up from $57.9m in June.

*R3, which provides the data for Campaign's Advertising Intelligence tool, has updated its methodology for estimating year-to-date revenue. Therefore, the figures in this article may not align with the data currently in Campaign AI.

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