What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Third global report on 'Network Diagnostics' out now
The latest edition of RECMA global report, Network Diagnostics, has just been released. This third edition covers 40 countries, following the report in November 2010, based on 23 countries and the second report in March 2011, based on 31 countries.
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.
Classification of the agencies
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:
- Global (40 countries)
- Top 12 countries (accounting for 80% of the ww adspend)
- Second Tier countries (28)
The top 4 of the global ranking consists of:
- OMD (489 pts)
- Carat (479 pts)
- MEC (450 pts)
- Mindshare (444 pts)
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.
Next edition
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.
