GroupM replaces RECMA with New Data Benchmarking Partner COMvergence

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GroupM has consolidated its reporting and analysis of its commercial and business development data with research firm COMvergence.

The new appointment ends WPP’s GroupM’s partnership with RECMA.

GroupM has worked with COMvergence as a data source for more than three years, each year adding additional markets in a progressive push to consolidate its data reporting with the most accurate resource available.

Per the terms of the new global agreement, COMvergence will ensure the accuracy of its methodologies and reporting with annual third-party auditing by an accredited auditing firm.

COMvergence global chief growth officer Elizabeth McCune said: “COMvergence has taken an open approach to building its methodology and partnerships for data collection and tabulation, giving us the confidence that when we share data from their benchmark reports to clients and their pitch consultants, it is the most accurate and validated view of the size and scope of our business and competitive set across the globe.

“Our industry truly needs a focus on accuracy and transparency in this area”.

COMvergence’s most recent global billings and market share reports show GroupM is the number one media investment group for 2018, with $45B of cumulative billings and 28.8 per cent market share (based on the total billings for the big 6 groups).

In addition, three of GroupM’s agencies – Mindshare, Wavemaker and MediaCom – are in the top 10 rankings for global media agencies.

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