IPG Mediabrands agencies dominate RECMA

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

Bala Pomaleh, Chief Executive Officer of IPG Mediabrands 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.


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