Grim Markets Drive Creative & Media New Business Down 37%

The global health crisis and resulting social distancing restrictions over the first five months of the year drove creative and media new business wins down 37%. “All eyes are on the second half of the year as that’s going to set the tone for business going forward for holding companies and independents,” says Greg Paull, co-founder and principal, R3. “It could be a rough ride for some.”

Marketers take a conservative approach towards media - for now

Globally, the value of media accounts has decreased by 19%, compared to almost 10% for creative wins. “With shifting trends in media consumption, regulatory issues, and general discontent when it comes to Facebook, the decrease in media pitches is more of a pause as marketers re-evaluate the media landscape and capabilities,” says Paull.

WPP’s VMLY&R and Wunderman Thompson rank in the top 3 creative wins globally, and Mindshare and OMD dominate media wins in number and value. 

US agencies heavily reliant on growth industries

There were 35% fewer pitches in January to May than in same period last year. Droga5, GSD&M and VMLY&R lead the creative new business league, while Initiative, PHD and OMD lead in media wins.

Accounts that are shoring up agencies are from growth industries like pharma, insurance, CPG, and finance. “Companies that are seeing their value and influence increase in the New Normal are looking to realign themselves with partners that can help them leverage their new status,” says Paull.