EXCLUSIVE: New business revenue for agencies across the Asia-Pacific skyrocketed 99% last year, making 2012 the most active new business year in the region in the last decade.
Total new business revenue for media and creative agencies across Australia, China, Korea, Indonesia, Japan, New Zealand, Hong Kong, Taiwan, India, Singapore, The Phillipines, Thailand, Vietnam and Malaysia equalled $655m in 2012, almost twice as much as 2011.
The figures come from pitch consultancy R3 and Campaign magazine which collaborated in 2012 to track more than 5,000 individual wins from more than thirty multinational agencies covering fourteen markets of Asia Pacific.
According to the new report, there were more than 5,000 pitches in APAC last year – up 40% on the year before.
China represented the biggest revenue hike, accounting for 26% of new revenue in the region, while Australia came in second with 17% and India on 16%.
“We’re increasingly seeing more clients and agencies hubbed out of China as each year goes by,” said Greg Paull, principal of R3.
While most of China’s new business is obtained on a project basis, Australia leads the way in terms of clients hiring agencies on long term contracts – “agency of record” or AOR arrangements.
Paull said: “This reflects the maturity of the Australian market to appoint more AOR relationships, while more and more Asian marketers are working with creative agencies on a project basis – as high as 51% of all relationships in China."
Australia dominated in the creative space, with seven of the top ten creative agency wins taking place Down Under. These included Westpac, Commonwealth Bank, Optus, Arnotts, Vodafone, Honda and Telstra all reviewing in the year.
But China dominated media agency changes. Amongst media agency wins, Unilever, P&G and JNJ reviews represented five of the top ten, led by PHD’s retention in Greater China of Unilever.
Other major wins included Mindshare China’s Yili and OMD’s HTC Asia Pacific win.
WPP led both the Asia Pacific and China Holding Company Leagues for new business won and lost, with Ogilvy and Mindshare the star performers.
In Asia Pacific, WPP won 33% of all new business (US$213m), ahead of Omnicom (US$155m) and a much improved Interpublic Group ($113m), driven by strong results from McCann Erickson in select markets.
To read more about the booming Chinese advertising market, check out B&T's feature Eastern Promises.
Please login with linkedin to comment
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]