IPG Mediabrands claims leadership position in Malaysia citing RECMA report

IPG Mediabrands Malaysia leadership team

IPG Mediabrands claims its media agencies Initiative, BPN and Universal McCann lead the industry share in Malaysia.

Citing the projected portfolios to date report from the Paris-based RECMA, an independent firm that researches the performance of media agencies, IPG Mediabrands said: “Initiative including BPN has the number one portfolio amongst the 18 media agencies studied in Malaysia.

“The two agencies have a combined 13% industry share and a projected portfolio growth of +72% since 2017.”

“Mediabrands industry share overall stands at 28%, representing the highest projected portfolio growth in Malaysia at 41%.”

“The report shows UM neck to neck with leading sister agencies, with a 0.15% gap in industry share, and a +19% projected portfolio growth.”

The performance is on the back of significant wins like Air Asia and Astro and no key account departures in 2018.

Commenting on the report, IPG Mediabrands CEO Bala Pomaleh said: “The growth shown across all our agency groups is phenomenal, and are the fruits of the investment decisions we made two years ago across our talent, product and service offerings.

“We have increasingly demonstrated a more integrated and holistic offering that is future focused and results centric, recognised by the client confidence placed in us. I am extremely proud of the accomplishments across our group.”

IPG Mediabrands additionally said: “In August 2018, UM and Initiative including BPN topped RECMA’s last qualitative evaluation for Malaysia and were the only media agencies with a dominant profile in the country.”

Citing the methodology of the report, IPG Mediabrands said: “RECMA’s projected portfolios to date report is a leading indicator of the agencies volume of business.

“The projected portfolios are calculated based on the 2017 activity volume, plus the new business balance of each agency for 2018, and any moves for 2019 to date, plus the transfers within a group.

“The portfolios includes the non-traditional media (digital, data and content) according to the share declared and validated, or estimated, in every domestic report.”


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