Due to various successful campaigns, IPG Mediabrands agencies Initiative, including BPN and Universal McCann, are now Malaysia’s advertising lead. This latest result comes from the newest Projected Portfolios Report from RECMA.
Taking the advertising lead is not surprising seeing as the group has major accounts like Air Asia and ASTRO. Better yet, there are no key departures for 2018. According to RECMA, Initiative – via BPN – has the number one portfolio among the 18 media agencies within the study sample. After all, when both combine, they represent a sizable 13% market share with a growth projection of +72% (going by 2017 data).
IPG Mediabrands total industry share in Malaysia stands at 28% and has a projected portfolio growth of 41%.
“Such growths across all our agency groups is phenomenal and are the fruits of the investment decisions; [a move,] we made two years ago. across our talent, product and service offerings. Thus far, we increasingly demonstrate more integration and holistic offerings that are focus on the future. These have put out results that clients are receptive to as per their confidence placed on us. I am extremely proud of the accomplishments that is now visible across our group,” said Bala Pomaleh, CEO, IPG.
The RECMA Projected Portfolios Report works on data sets based on 2017 activity volume. It also takes into account of the new business balance of each agency for 2018 and any moves for 2019. This includes transfers – clients, portfolios or teams – within the groups; they comprise non-traditional media (digital, data, and content), according to the share declaration and validation.
As a critical independent publisher, RECMA operates as a global provider for strategic intelligence reference tools. Of course, this includes publishing a wide range of media agency notation reports and analysis that will help global advertisers and marketeers with their decision-making.