OMD leads the list of Hong Kong’s media agencies for 2018, says report

Omnicom Media Group agency OMD was deemed Hong Kong’s leading media agency for 2018 by COMvergence’s report on media agency billings, ranking and market share. The agency registered billings of US$164 million, which marked a growth of 7.2% over the previous year. Growth was estimated by COMvergence based on account moves.

Other key performers according to the report, which was seen by Mumbrella, were Mindshare at the number two slot with billings of US$139 million, but which had experienced a decline of 2.1% since 2017. OMG agency PHD was at the number three spot with billings of US$124 million and a 6% growth.

Among the agencies that registered the most impressive growth according to the report though were from the Dentsu Aegis Network. Carat grew by 25.3% with billings of US$119 to make the fourth spot. Still in the top 10, dentsu X grew by 22.9% with billings of US$59 million.

Some of the agencies that experienced the sharpest decline according to the report were from Publicis Media. Zenith declined 24.4% with billings of US$90 million, with Starcom declining by 11.1% and with billings of US$40 million.

It was a mixed bag for IPG Mediabrands: Universal Media was down 21.6% with billings of US$80 million. Initiative registered the largest growth at 66.7% with billings of US$20 million.

GroupM remained the largest media agency group with billings of US$365 million and growth of 11.6%. OMG was the second largest with billings of US$288 million and growth of 6.7%. Dentsu Aegis Network rounded out the Top 3 with billing of US$196 million and 30.7% growth.  

OMG attributed its performance to new clients such as Wellcome and SmarTone at OMD, while PHD won HSBC’s global media duties and successfully retained the Unilever business.

OMG Hong Kong CEO Deric Wong said: “The COMvergence rankings certainly reflect what a significant year 2018 was for Omnicom Media Group in Hong Kong. We won prestigious and transformative pieces of business, while enhancing our solutions and service offerings for existing clients. We look forward to continuing our momentum in 2019 and playing a pivotal role in the growth of our clients’ businesses as well.”

OMG Asia-Pacific CEO Tony Harradine added: “Hong Kong has always been a market that feels like ‘home’ to OMG; it is where OMD opened its first office in the world back in 1998.

“It is so impressive and heart-warming to see that two decades later, the agency is still at the top of its game as Hong Kong’s leading media agency. Additionally, PHD has proven itself as a force to be reckoned with, commanding the respect of global heavyweights and claiming third spot in Hong Kong’s top billings.

“I am incredibly proud of our teams in Hong Kong and have every confidence that they will continue to raise the flag high for our network.”

The COMvergence report is produced by calculating the billings from Hong Kong’s top 500 advertisers who spend over US$1 million annually on media communications.


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