Wieden + Kennedy was the biggest account winner ahead of creative agencies in 2021, according to a new report from COMvergence. The independent agency secured six major accounts totaling $420 million, according to the research consultancy. In second place was Omnicom Group’s TBWA\Chiat\Day, which claimed seven new wins representing $340 million.
The research study, released March 31, based its findings on the amount of new business activity for creative agencies, including overdue and retained accounts in the past year. COMvergence said there were 155 creative reviews in the US in 2021, valued in total at $4.8 billion.
There were 16 creative agencies that reaped the most of them: the report said that 70% of all US creative wins last year based on media spend went to these stores. And there were three stores that accounted for 25% of the total – W+K, TBWA\Chiat\Day and WPP’s OpenX.
Wieden+Kennedy’s new accounts included FanDuel, Chime, Vrbo, goPuff, Impossible Foods and Evian. New TBWA\Chiat\Day wins included PepsiCo’s DirecTV, Discover and Lay’s. OpenX, the bespoke agency for the WPP, made a big score with a new account – Coca-Cola, worth over $300 million. Stores collaborating on this unit include Ogilvy, Wunderman Thompson and Mediacom.
The report also assessed the gains and losses of the “Big 6” advertising groups: WPP, Omnicom, Publicis Groupe, Interpublic Group of Cos., Havas and Dentsu. According to COMvergence CEO and founder Olivier Gauthier, there was no clear leader among these companies. WPP and Omnicom slightly dominated the charts, each winning/retaining more than 15 missions valued at $800 million.
On the other hand, 40 independent agencies earned over 60 of all creative ratings in the COMvergence report. Stagwell and Accenture Interactive amassed a combined total of $460 million in creative wins. Stagwell’s top winning agencies were Anomaly, which raised four accounts worth a total of $200 million, and Doner. Droga won five creative accounts for Accenture last year, according to the report.
Translated matter from AdAge – yadira gonzalez
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