Dentsu Aegis Network named leading media agency group in Recma ranking

DAN's win of AB Inbev has helped it come out on top
DAN's win of AB Inbev has helped it come out on top

Dentsu Aegis Network has defeated rival media agency holding groups to be named 2017's top new business performer, according to the latest report by research company Recma.

DAN has chalked up a wins-versus-losses balance of $1.5bn (£1.12bn) after winning accounts for brand-owners including AB Inbev ($815m), P&G Nordics ($270m), GM local ($238m), Migros ($220m) and Shanghai VW ($243m). This is despite losing business from Opel (- $287m) and Lego (- $140m).

Havas Media follows in the runner-up spot, with a new biz balance of $495m, while WPP's Group M is placed third with a wins-versus-losses balance of $405m.

The weakest performing media group, which Recma declined to disclose, lost a total of $1.49bn this year. 

In terms of new business wins alone - not deducting losses - Group M agency network MediaCom leads the way, having won more than 15% of the total amount of the $13bn at play.

Recma analysed more than 600 account moves that took place from January to November 30 across 55 markets. 

These moves include all major international advertisers, as well as local/regional accounts of more than $10m. The data includes recent agency changes by Unilever (strategic planning), Deutsche Telekom, Opel and L'Oréal.

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