CAMPAIGN MAGAZINE RANKS TOP EUROPEAN NETWORKS
By Adnews Staff
Campaign magazine, published by Haymarket Management Publications Ltd., one of Britain's largest magazine publishing companies, has released a report ranking the top twenty European networks. The network rankings have been based on income this year rather than billings as in previous years. According to the report, published in the weekly magazine aimed at the media, marketing and advertising communities, the change in ranking should be welcomed by the industry.
The only absence from the report was Bates Europe, which was unable to supply income figures. The change in the ranking placed Paris-based Publicis first with total income for 1998 at $727 million US. Publicis was previously in the fifth spot when the report ranked agencies by billings. Serge Rancourt, president and CEO of Publicis Canada commented that the change in ranking makes more sense. Jean-Paul Morin, CEO for Publicis, credits the growth in the agency's income to a number of acquisitions and new business from clients such as Club Med, Hewlett Packard and Bridgestone/Firestone. Young & Rubicam holds the number two spot with income at $645 million and the number one spot by billings. The agency is headed up by chairman Bruno Widmer, president Bert Meerstadt and COO Alain Rousset. According to the report, Y&R saw a 15 per cent boost in its income following account wins from Ford and Schweppes as well as the consolidating of business from Campbell's Soup and Danone. Widmer also commented that several deals for Y&R are in the works. "We are working on a number of projects in Europe. It is no secret that we would like to strengthen our position in the UK, although we are not looking for another network."
Sitting in the number three spot is Euro RSCG with 1998 income at $640 million. Pierre Lecoss president and COO, believes an agency's ability to give themselves a unique selling point that differentiates them from every other agency on the market, lies in developing a personality. Lecoss credits Euro RSCG as being very entrepreneurial, attracting young clients such as Intel and MCI in the U.S.
The report goes on to rank McCann-Erickson as number four with 1998 income at $638 million and BBDO Europe, fifth, with $628 million for 1998 income. DDB Worldwide sits at the number sixth position with income of $513 million for 1998. Ogilvy & Mather is number seven, sitting just under DDB Worldwide with 1998 income at $512 million. Grey International takes the eighth spot at $497 million and J. Walter Thompson Europe sitting at number nine with $435 million for 1998 income. Composing the second half of the ranking is: TBWA Worldwide, $422 million, Ammirati Puris Lintas, $353 million, D'Arcy, $317 million, Leo Brunett, $304 million, Saatchi & Saatchi, $275*million (estimate only), Lowe & Partners Europe, $227 million, Bozell Worldwide, $114 million, Foote, Cone & Belding, $108 million, Campus, $81 million, FCA!BMZ, $75 million and rounding out the ranking in the 20th position is Scholz & Friends, with $62 million reported for 1998 income.