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Ogilvy Group regains top spot

After seven years at the top, FCB has been pushed off the top spot as South Africa's biggest advertising and marketing services group by Ogilvy. This is disclosed in Tony Koenderman's AdReview, which will be published with the April 26 issue of Finweek.
FCB has reigned supreme since 2000. The ranking is based on staff complements as at the end of 2006.

Figures to be published in Tony Koenderman's AdReview next week show Ogilvy now employs 651 people, compared with 644 at FCB. Indications are that Ogilvy may have gained the Number One spot in 2005, based on revenue earned by the groups.

But as global agencies no longer disclose their financial results, it is not possible to be sure. American stock exchange-listed companies stopped disclosing breakdowns of agency financial results in order to comply with US legislation.

One thing they do disclose, however, is their staffing level, and by this measure, Ogilvy is now back to Number One.

Ogilvy's staffing level rose from 621 to 651 between 2005 and 2006, while FCB's fell from 675 to 644. This was a response to some R487 million worth of new-business billings last year, from new accounts which included SA Tourism, Castrol Global, Coca-Cola Africa, SAA retail, Port Ghalib Egypt, Exxaro, Sishen, Lindsay Saker, Cadbury's, American Express and Media24. FCB gained R195 million in new billings, but also lost Uthingo (the previous lottery contractor).

TBWA has held on to third position in the table, though its staffing fell from 540 to 500. Young & Rubicam is in fourth spot, but it's with fifth-placed Jupiter Drawing Room that the real challenge lies. Having gained R1.2 billion worth of new business last year, Jupiter raised its employment by 25% to 280, and it well placed for a challenge for a top-three spot within a year or two.

The Ogilvy group also rose to the top of the creative league table, displacing TBWA with strong showings from both Johannesburg and Cape Town offices.
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Read more: Ogilvy Group, Adreview

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