IPG Mediabrands agencies dominate RECMA

Universal McCann, Initiative including BPN top RECMA’s latest qualitative evaluation for Malaysia

IPG Mediabrands Malaysia agencies Universal McCann (UM) and Initiative including BPN, top RECMA’s latest qualitative evaluation for Malaysia.

IPG Mediabrands agencies are the only media agencies with a dominant profile in Malaysia.

UM retained its top position from the previous year with a dominant profile, and ranked second on RECMA’s new business balance report with 5 wins and no losses, amounting to USD $14 million.

Initiative including BPN ranked second on the list of 16 agencies in Malaysia, and led as the fastest growing agency of 2017, climbing the rankings from third to second over the previous year to strengthen its profile to dominant.

Initiative including BPN was top of RECMA’s new business balance report with 10 wins and no losses, amounting to USD $24 million.

RECMA’s qualitative evaluation which is published twice yearly cements IPG Mediabrands as the leading network with a qualitative score of 43 points, 13 points ahead of its closest competitor.

Agency rankings are based on 18 criteria, with the qualitative scores tabulated to give a profile ranging across the following levels – Dominant, High, Very Good, Good, Average and Emerging. The qualitative evaluation stands as a key tool to assess competition on a local basis.

“This strong performance is a true indicator of IPG Mediabrands’ momentum and leadership when benchmarked against media agencies in Malaysia. Both UM and Initiative, including BPN, have demonstrated their dominance in the market, with clear performance indicators across competitiveness in pitches, new business, expertise and growth.

“This has been made possible through effective collaboration and integration within our teams, and we are proud to be ranked best-in-class in Malaysia,” said Bala Pomaleh, Chief Executive Officer of IPG Mediabrands Malaysia.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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