Mediabrands Malaysia as a network have attained the top spot on RECMA’s latest Overall Activity Volume 2022 report, with a 30.2% industry share.
The network leads ahead of other networks, with overall activity of USD 613 million, and a year-on-year growth rate of +21% for 2022. Universal McCann (UM) and Initiative including BPN ranked first and fourth respectively on the local agency rankings.
Bala Pomaleh, Chief Executive Officer of Mediabrands Malaysia commented, “This is the first time that Mediabrands Malaysia has crossed the industry share threshold of 30% to take the top spot from our closest network competitor.
It is a clear indicator and measure of the tenacity and agility of our people who have worked collaboratively to build and create a whole suite of new capabilities and diversified offerings to meet the needs of clients today. This success adds to our number one Dominant position on RECMA across quality that has been built across the last 7 years.”
Overall Activity is the unique metric retained by RECMA for ranking media agencies quantitatively. It includes buying & planning billings of traditional media (TV, radio, cinema, newspapers, outdoor), as well as online paid media and increasingly important services often remunerated separately, which includes digital (display video and social media), performance (search engine optimisation (SEO) and search engine marketing (SEM)), social and content (influencer and content including blogs, emails, video and branded content), other diversified services (events, sponsoring, marketing consulting, data & analytics and ecommerce), as well as international account coordination and control.
UM retained a year-on-year growth rate of +24% which came about from key wins in 2022 as well as big non-traditional spenders.
Audrey Chong, Chief Executive Officer of UM said, “2022 was a momentous year for UM, as the team continued to push the boundaries of our Futureproof proposition to scale growth. This success is attributed directly to the team who continually look to bridge new capabilities and offerings collaboratively across the network in pursuit of excellence for our clients.”
Initiative including BPN retained a year-on-year growth rate of 17%, with the agency showing the best new business balance of the market and the organic growth of several big clients.
Darren Yuen, Chief Executive Officer of Initiative said, “The Initiative team has consistently grown in scope, services, and size, has successfully topped the new business table in recent years. This journey of growth is made possible only with the trust and support we get from clients, and we are excited to build on this cultural disruption with our partnerships across the Mediabrands network.”
RECMA is an independent media research company that publishes a wide range of media agency notation reports on a global scale. RECMA further provides strategic intelligence reference tools that help the top 500 global advertisers in their decision-making and agency sourcing, collecting and analysing data from more than 1400 media agencies in 90 countries.
More details on RECMA can be found here: https://www.recma.com/
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