The report consists of an aggregation of the company's qualitative evaluations produced on a country level. In each country, media agency networks and major independents are evaluated against a set of 12 Key Performance Indicators segmented in four categories: compitches (competitiveness in pitches); momentum; specialized resources and client profile.
The assessment leads to a classification of the agencies as dominant, good, average or low profiles combined with a rating of successful, stable/average or underperforming, based on new business performances over the past three years.
This new report includes three network rankings:
The top 4 of the global ranking consists of:
One of the key findings of this report is that the rankings in size (billings) and in quality (qualitative evaluation) are not necessarily the same.
Besides a great extension of the geographical coverage, this new research gives a pertinent benchmark to reflect the evolution of the network positions throughout the past three editions.
To do so, the report establishes an index that measures the distance to the leader (who scores 100) - allowing consistent comparisons from one period to another in the Top 12 countries.
The next edition will be published in March 2012 and will take into account the compitches results 2011 and two new criteria: Client loyalty and awards (to be progressively implemented throughout the first half 2012). Moreover, a few new countries will be added including Finland and Ukraine.
The full rankings and details of the benchmark results are confidential and reserved to subscribers at www.recma.com.
