The 2016 New Business League report looks at the creative, digital and media agencies business wins (and losses) over 2016, both globally and in several major markets.

1. 2016 New Business League Report
Creative, Digital & Media Agencies
February 2017

2. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Methodology
The R3 New Business League has been compiled since 2002 using data
supplied by multinational agencies on a monthly basis to R3. In addition,
this data supplied is balanced against Client Estimates, Nielsen ADEX,
discounted to appropriate levels and then converted to a revenue estimate.
R3 strives to be accurate in all reporting, but welcomes comments and
questions. Please write to greg@rthree.com or visit www.rthree.com for more
information or to download a soft copy. R3 is the leading independent
consultancy focused on tracking of agency performance, and marketing ROI.

3. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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2016 New Business League
Report Highlights
• R3 has collected and individually ranked more than
8,000 new business wins across creative, media and
digital agencies globally this year, covering nearly $3b
in revenue.
• 2016 saw a 16% increase in the number of media
agency new business wins, and a 9% increase for
creative agencies.
• Revenue added from new business wins rose by 9.5%
for creative & digital agencies but fell 13% for media
agencies.

4. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Table of Contents
Creative vs. Media Agencies
By Revenue and Wins
1 ……………………………………………………………………………………………………….
Top 10 Wins
Creative and Media Agencies
2
Top Five Creative Agencies
Top Three wins of 2016
3
Top Five Media Agencies
Top Three Wins of 2016
4
Holding Group Rankings
Global, US, APAC and China
5
…………………………………………………………………………………………………………………..
……………………………………………………………………………………………………….
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4

5. 1Creative Vs. Media Agencies
5

6. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Creative vs. Media Agencies
In our June 2016 new business tracking, it seemed likely marketers would be more active in reviewing and
adding to their creative agency rosters throughout the remainder of 2016 – and while we did track roughly
300 more creative wins than in H2 of 2015, there was actually a bigger percent increase for media agencies,
who won 16.6% more business in 2016 than in the previous year.

7. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Creative vs. Media Agencies
Rather than becoming the year of ‘Roster-palooza,’ 2016 could really be called ‘Media-Palooza,’ Part 2. The
second half of the year saw big spenders like AT&T, Fiat Chrysler and 21st Century Fox making decisions about
their agency partners, but it is interesting to note that while the number of media wins for the year is up,
revenue is actually down 13% from last year.

8. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Creative vs. Media Agencies
Global
Revenue (US$M)
2014 2015 2016 16 vs 15
Creative - 1,888 2,066 9%
Media - 1,017 885 -13%
Total - 2,905 2,952 2%
# of Wins
2014 2015 2016 16 vs 15
Creative - 4,305 4,688 9%
Media - 2,942 3,368 14%
Total - 7,247 8,056 11%
Revenue (US$M)
2014 2015 2016 16 vs 15
Creative - 854 1,005 18%
Media - 362 201 -44%
Total - 1,217 1,207 -1%
# of Wins
2014 2015 2016 16 vs 15
Creative - 517 463 -10%
Media - 212 134 -37%
Total - 729 597 -18%
US
Globally, media agencies saw their revenue added by new business decrease by 13% over 2015. However, in
the US, that percentage was a staggering 44%.

9. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Creative vs. Media Agencies
APAC
Revenue (US$M)
2014 2015 2016 16 vs 15
Creative 458 541 767 42%
Media 269 315 400 27%
Total 728 856 1,167 36%
# of Wins
2014 2015 2016 16 vs 15
Creative 2692 3,150 3,701 17%
Media 1767 1,965 2,058 5%
Total 4,459 5,115 5,759 13%
Revenue (US$M)
2014 2015 2016 16 vs 15
Creative 107 150 293 95%
Media 87 98 170 73%
Total 194 249 464 86%
# of Wins
2014 2015 2016 16 vs 15
Creative 353 580 953 64%
Media 215 264 217 -18%
Total 568 844 1,170 39%
China
China was a very active market in 2016, with the total number of wins for both creative and media agencies up
by 39%. Interestingly, the number of media wins decreased by 18% over 2015, but revenue was up an
impressive 73%, driven by big wins from Starcom and Mindshare.

10. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Creative vs. Media Agencies
EU
Revenue (US$M)
2014 2015 2016 16 vs 15
Creative - 315 262 -17%
Media - 242 201 -17%
Total - 557 464 -17%
# of Wins
2014 2015 2016 16 vs 15
Creative - 399 423 6%
Media - 635 980 54%
Total - 1,034 1,403 36%
Revenue (US$M)
2014 2015 2016 16 vs 15
Creative - 115 93.6 -19%
Media - 76 27.8 -63%
Total - 191 121.4 -36%
# of Wins
2014 2015 2016 16 vs 15
Creative - 283 160 -43%
Media - 117 149 27%
Total - 400 309 -23%
LATAM
The EU saw revenue added by new business fall across the board, even though the number of pitches was on
the rise. In LATAM, the total number of wins fell by 23%, indicating that marketers are happy with their current
agencies, particularly with their creative agency relationships.

11. 2Top 10 Wins
11

12. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Top 10 Wins
Taking a look at the top 10 wins across the global, US, APAC and Chinese markets reveals that BBDO’s mid-year
AT&T win propelled them into the first place spot in several markets and was significant enough to keep them
there for Q3 and Q4.
Top ten creative wins
AGENCY MONTH ACCOUNT AREA
BBDO July AT&T United States
DDB Aug McDonald's N America
Droga5 Oct Sprint United States
72andSunny Oct General Mills United States
MMB Sep Subway United States
CHI & Partners Oct Toyota Europe
VML Feb Wendy's United States
Anomaly Mar
Campell Soups(Prego, Pace,
SpaghettiOs and Ready Meals)
United States
Saatchi & Saatchi June Wal-Mart United States
Redscout Oct General Mills United States
Global
AGENCY MONTH ACCOUNT AREA
BBDO July AT&T United States
DDB Aug McDonald's N America
Droga5 Oct Sprint United States
72andSunny Oct General Mills United States
MMB Sep Subway United States
VML Feb Wendy's United States
Anomaly Mar
Campell Soups(Prego, Pace,
SpaghettiOs and Ready Meals)
United States
Saatchi & Saatchi June Wal-Mart United States
Redscout Oct General Mills United States
McGarryBowen June JC Penney United States
US

13. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Top 10 Wins
AGENCY MONTH ACCOUNT AREA
Cheil Worldwide Sep Nissan Infiniti Motor (Digital) China
Fred & Farid May Vivo China
Havas Worldwide Sep Bank of Communications China
Publicis Jan Tiger Beer Australia
Publicis Sep Alisports Project China
M&C Saatchi Jan Woolworths Australia
TBWA Feb Virgin Mobile Australia
TBWA Feb Foxtel Australia
TBWA Mar Bellamy's Organic China
DDB Feb AA Insurance New Zealand
APAC
AGENCY MONTH ACCOUNT AREA
Cheil Worldwide Sep Nissan Infiniti Motor (Digital) China
Fred & Farid May Vivo China
Havas Worldwide Sep Bank of Communications China
Publicis Sep Alisports Project China
TBWA Mar Bellamy's Organic China
Interone Sep HNA Group China
DDB Nov
Hennessy Brand Activation
Pitch
China
Y&R Nov Cool Pad Technology China
McCann
WorldGroup
Nov Qualcomm China
Saatchi & Saatchi Mar Mondelez (Gum and Candy) China
China
Top ten creative wins

14. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Top 10 Wins
AGENCY MONTH ACCOUNT AREA
CHI & Partners Oct Toyota Europe
BBDO July Lidl Germany
TBWA Jan Le SIG (French gov.) France
DDB Oct Seat Europe
TBWA Oct PMU France
Serviceplan Sep BMW Europe
Romance Sep Intermarche France
Droga5 Oct Seat Project Europe
Grey Group Aug Marks & Spencer UK
Wieden &
Kennedy
Aug Sainsbury's UK
EU
AGENCY MONTH ACCOUNT AREA
Talent Marcel Jan Claro mobile Brazil
McGarryBowen June FCA Project Brazil
Mullen Lowe Feb Lenovo Latam
BBDO Dec Volkswagen Brazil
DPZ&T Mar McDonald's Latam
LOV June Philips (Digital) Brazil & Latam
CP+B May Diageo Project Brazil
R/GA Sep Nike Sportswear (Digital) Brazil
Publicis Dec
Procter & Gamble (various
brands)
Brazil
McCann
WorldGroup
May Coca-Cola Argentina
LATAM
Top ten creative wins
Global leader BBDO also had a strong performance in the EU and LATAM with their Lidl and Volkswagen wins. In
the EU they were second to CHI & Partners while in LATAM they came in the 4th place spot.

15. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Top 10 Wins
AGENCY MONTH ACCOUNT AREA
PHD June Volkswagen Global
Hearts & Science July AT&T United States
GroupM Mar Target United States
Zenith Aug Coty Global
RPA Dec
Honda and Acura(Media
Buying)
United States
Horizon Media June LG Electronics United States
Carat Aug Diageo UK
Haworth Media Sep Walmart United States
Starcom Sep P&G (Buying) China
MediaHub Sep Western Union Global
Global
AGENCY MONTH ACCOUNT AREA
Hearts & Science July AT&T United States
PHD June Volkswagen Global
GroupM Mar Target United States
RPA Dec
Honda and Acura(Media
Buying)
United States
Horizon Media June LG Electronics United States
Haworth Media Sep Walmart United States
Zenith Aug Coty Global
Assembly May 21st Century Fox(Planning) United States
Zenith May 21st Century Fox(Buying) United States
MediaHub Sep Western Union Global
US
Top ten media wins
The media tables tell a similar story, with Omnicom’s Hearts & Science winning the media portion of the
AT&T business, keeping them on top in the US for the remainder of 2016, and second only to PHD’s June
Volkswagen win on the global chart.

16. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Top 10 Wins
AGENCY MONTH ACCOUNT AREA
PHD June Volkswagen Global
Starcom Sep P&G (Buying) China
MediaCom Sep P&G (SKII/Olay) Planning China
Mindshare Nov Yili (Planning and Content) China
Zenith June Shanghai General Motors China
Mindshare Feb KangShiFu(Digital) China
DCCC Dec Coca-Cola China
Mindshare July IKEA China
Zenith Aug Coty Global
Starcom
Dec
FCA (Alfa Romeo, Chrysler and
Jeep)
EMEA & APAC
APAC
AGENCY MONTH ACCOUNT AREA
Starcom Sep P&G (Buying) China
MediaCom Sep P&G (SKII/Olay) Planning China
Mindshare Nov Yili (Planning and Content) China
Zenith June Shanghai General Motors China
Mindshare Feb KangShiFu(Digital) China
DCCC Dec Coca-Cola China
Mindshare July IKEA China
Zenith Oct FCA China
Universal McCann Aug GMI(Planning) China
Mindshare Aug
Chery Jaguar Land Rover
(Buying)
China
China
Top ten media wins

17. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Top 10 Wins
AGENCY MONTH ACCOUNT AREA
PHD June Volkswagen Global
Carat Aug Diageo UK
M/SIX Oct Toyota Europe
MediaCom Dec Nestle Germany
Maxus July BT UK
Starcom Dec FCA
EMEA & APAC
(Alfa Romeo,
Chrysler and
Jeep)
Initiative Jan Reckitt Benckiser Germany
Mediacom Jan Sony Playstation EMEA
MediaCom Dec IKEA Germany
Zenith Dec Mars (Media Buying) UK
AGENCY MONTH ACCOUNT AREA
PHD June Volkswagen Global
MediaCom Mar Sony Electronics Project LATAM
Havas Media April TIM Brazil
Havas Media Oct 21st Century Fox LATAM
PHD Jan Bayer Mexico
Carat May BRF Argentina
MediaCom Dec Alsea Restaurant Company Mexico
Havas Media Dec Hyundai Kia Mexico
Mindshare Sep Abbott Mexico
Universal McCann Sep Johnson & Johnson Mexico
Top ten media wins
EU LATAM

18. 3Top Five Creative Agencies
18

19. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Top 5 Creative Agencies
BBDO ended the year in first place amongst terms of revenue among the creative and digital agencies in our
global and US market ranking, while Ogilvy leads in APAC and China. Ogilvy saw most of their wins from new
business come in the first half of 2016 with big wins from Motorola and GSK, but their big Vodafone win helped
them close the gap in the final month globally.
BBDO extended its VW relationship in Brazil in December, helping it stay in a leadership position.

20. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Top 5 Creative Agencies
RANK THIS
MONTH
RANK LAST
MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1 BBDO
Neulasta US, Merisant Global, Volkswagen
Brazil, Kiabi France
351.3 Sainsbury's UK 269.3 35
2 2 DDB
McDonald's Singapore, Samsung(TV and Home
Appliances) North America
231.5 Qualcomm US 182.0 323
3 3 Ogilvy
KFC Germany, Sipsmith Gin UK, British Airways
(Digital) Global, Vodafone UK
198.8 Expedia Europe 171.4 606
4 4 Droga5
Sprint US, Google Pixel Global, The New York
Times US, Seat Europe Project
125.7 Diet Coke US 109.0 11
5 5 McGarryBowen
United Airlines Global, Clorox Global, JC
Penney US, Mondelez US Project
113.4 Staples US 108.4 24
RANK THIS
MONTH
RANK LAST
MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1 BBDO
AT&T, Neulasta, LinkedIn, Subway, Merisant,
ExxonMobil (portion)
302.5 HP Enterprise 241.5 8
2 3 DDB
Samsung (TV and Home Appliances),
McDonald's, Time Warner, Seat
141.0 Qualcomm 110.0 7
3 2 Droga5
Sprint, Google Pixel, The New York Times, T-
Mobile, Pizza Hut
114.9 Diet Coke 105.2 9
4 4 McGarryBowen
JC Penney, Olive Garden, Mondelez Project,
Disney Project, Hallmark Project
96.5 Staples 91.5 15
5 5 Ogilvy
Motorola, Nationwide, Royal Caribbean
Project, GSK(Expert Marketing)
48.3 Time Warner 45.3 35
US
Global

21. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Top 5 Creative Agencies
RANK THIS
MONTH
RANK LAST
MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1 Ogilvy
Mitsubishi Heavy Industries Japan, CPAA China
Project, Abbvie Australia
127.1 TBZ India 121.9 565
2 2
McCann
WorldGroup
Shilla Duty Free Shop Korea Project, Dimmi
Australia Project, YKK Japan Project
64.7 VIP India 63.5 522
3 3 Isobar Panasonic India Digital Project 63.3 63.3 294
4 5 DDB
McDonald's Singapore, SC Johnson Singapore,
Fino Bank India
65.2
Vita Tea
China/Hong
Kong
63.1 308
5 4 Publicis
Nestle NDG Digital Korea, Tencent China
Project, ChungHwa Telecom Taiwan
62.8
FMCG Client
China
60.7 305
RANK THIS
MONTH
RANK LAST
MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1 Ogilvy
CPAA Project, DTO Project, Giti Tire, Nestle
Project
388.3 Shuijingfang 381.0 206
2 2 Isobar FMCG Client 301.1 301.1 174
3 3 Publicis
MERIAL Project, Chevrolet Project, Anchor Beer
Project
189.4 FMCG Client 182.9 140
4 4 Dentsu Auto Client 166.1
Jing Dong
Project
166.0 77
5 5
Saatchi &
Saatchi
Boneco, Sands Project, P&G Project, VIVO
Project
148.0 Shinho 145.5 28
APAC
China

22. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
22
Top 5 Creative Agencies
RANK THIS
MONTH
RANK LAST
MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1 TBWA
PMU France, Vicks Europe, Pampers Germany,
Unitymedia Germany
42.9 Smyths Toys UK 38.4 7
2 2 CHI & Partners Toyota Europe, McVitie's and Godiva UK 35.4
Drench/R
White's UK
34.9 2
3 4 BBDO
Kiabi France, Merisant Global, Lidl Germany,
Douglas Germany
35.0 Sainsbury's UK 19.0 9
4 5 DDB
Seat Europe, Sky Mobile UK, Free Mobile
France, Strongbow UK
23.3 Clorox Global 17.9 6
5 3 Grey Group
Weber Grills Europe, C&A Europe, Marks &
Spencer UK
23.6 Vodafone UK 14.6 8
RANK THIS
MONTH
RANK LAST
MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1 Talent Marcel Claro Mobile Brazil, Tang Brazil 10.5 10.5 2
2 2
McCann
WorldGroup
Coca-Cola Argentina, Huawei Uruguay, Hospital
Beneficência Portuguesa Brazil
5.2 5.2 5
3 3 McGarryBowen FCA Brazil Project 5.0 5.0 1
4 16= BBDO
Volkswagen Brazil, Farmacity Argentina,
Aerolíneas Argentina
4.8 4.8 4
5 9 Publicis
P&G Brands Brzil, Carrefour Brazil, Molico
(Nestlé) Brazil, Kit Kat & Crunch (Nestlé)
Panama
4.7 4.7 5
EU
LATAM

23. 4Top Five Media Agencies
23

24. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
24
Top Five Media Agencies
The second half of 2016 saw a huge surge in the number of media accounts changing hands in the midst of
somewhat of a transparency crisis in the industry.
R3 reviewed more than 3,400 wins from 80 different media agencies to build a comparative performance of
new business analysis, with more than 2,000 of those wins coming in the second half. PHD’s VW win and 185
others allowed it to finish the year in first place in terms of revenue in the global chart, closely followed by
Omnicom’s Hearts and Science.
In China and APAC, Mindshare and Zenith took the lead.

25. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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Top Five Media Agencies
RANK THIS
MONTH
RANK LAST
MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1 PHD
AIA Italy, Rabobank Groep Netherlands,
Volkswagen Global, Canon UK
183.3 Mars Finland 179.6 186
2 2
Hearts &
Science
AT&T US 135.0 135.0 1
3 3 Mindshare
21st Century Fox Europe, Abbott US, Wyeth
(Planning) China, IKEA Australia
146.2
Tim Hortons
Canada
109.3 469
4 4 Havas Media
Swarovski Global, 21st Century Fox LatAm,
Deka Bank Germany, Hyundai Kia Mexico
89.4
Nationwide
Building Society
UK
75.3 249
5 7 OMD
Campofrio Food Group Spain, Bancolombia
Colombia, JCPenney Puerto Rico
108.0 Heinz Australia 64.0 353
Global
RANK THIS
MONTH
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MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1
Hearts &
Science
AT&T 135.0 135.0 1
2 2 PHD
Volkswagen, Carnival Corporation, Old Navy
(Digital), MailChimp, Symantec
68.9 68.9 7
3 3 GroupM Target, IKEA (Media Buying) 39.3 39.3 2
4 4 Horizon Media
Tim Hortons, Avon, LegalZoom, LG Electronics,
Chobani, La Quinta Hotels
35.9 35.9 6
5 - RPA Honda and Acura(Media Buying) 30.0 30.0 1
US

26. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
26
Top Five Media Agencies
RANK THIS
MONTH
RANK LAST
MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1 Mindshare
Yili(Planning and Content) China, IKEA
Australia, Wyeth (Planning) China
93.8 TNZ Australia 82.7 227
2 2 Zenith
21st Century Fox APAC, STB Global, Swisse
China, Takeda China
65.4 Huawei Kuwait 56.5 92
3 4 PHD
SAP Thailand, ExxonMobile Thailand Project,
Scotch Thailand
40.9 MYOB Australia 38.4 76
4 3 OMD
McDonald's Philippines Projects, Cera C-Cure
Thailand, Beiersdorf(Digital) Philippines
46.6
Bakers Delight
Australia
37.6 137
5 15 Starcom
FCA AU/IN/JP, Mars(Buying) Asia(8 Markets),
Heinz Australia
55.8 Coca-Cola China 35.8 76
RANK THIS
MONTH
RANK LAST
MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1 Mindshare
Yili (Planning and Content), Wyeth (Planning),
Hujiang, Nestle Project
373.0
FMCG Client
Project
345.1 23
2 2 Zenith
Swisse, Takeda, 21st Century Fox, FCA, Abbott,
Shanghai General Motors
221.5 221.5 17
3 3 MediaCom
Borgward, P&G (SKII/Olay) Planning, Didi,
51Talk
159.0
Car
Client(Digital)
137.8 20
4 16 Starcom
Yi Ou Lai, Pandora, P&G (Buying), Mars
(Buying)
171.0 Coca-Cola 90.7 5
5 4 Carat
Dream Cruises, Bright Dairy Project, Nippon
(Ecommerce)
103.3
Wyeth
(Planning)
90.3 77
APAC
China

27. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
27
Top Five Media Agencies
RANK THIS
MONTH
RANK LAST
MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1 PHD
AIA Italy, 3 stjernet Denmark, Hello Bank
Austria
39.6
Leroy Merlen
Russia
38.3 89
2 2 Havas Media
TIM Italy, Malacoff Mederic France, Altarea
France
38.7
Calidad Pascual
Spain
32.9 92
3 4 Mindshare
21st Century Fox, Deutsche Bahn Germany,
Specsavers Norway
32.3 Vita Coco EMEA 30.1 183
4 9 Mediacom
Nestle Germany, IKEA Germany, Mars Finland,
MSC Cruises France
70.6 Zalando Europe 29.1 132
5 5 OMD
Zalando Europe, Media Markt Sweden, Bimbo
Portugal, Panrico Portugal
43.4
Weight
Watchers UK
28.7 175
RANK THIS
MONTH
RANK LAST
MONTH AGENCY RECENT WINS
ESTIMATED YTD
WIN REVENUE
(USD $ m)
RECENT
LOSSES
ESTIMATED OVERALL
YTD REVENUE
(USD $m) No.of Wins
1 1 PHD
Volkswagen Global, Bayer Mexico, Old Navy
Mexico, Ferrero Mexico
32.3 32.3 4
2 3 Havas Media
Hyundai Kia Mexico, Renault Argentina,
Sabritas Mexico
7.7
Alsea
Restaurant
Company
Mexico
5.9 15
3 2 Mindshare
Nestle Ecuador, Salinas de Almiron(Buying)
Uruguay
5.7 5.7 36
4 7 OMD
Bancolombia Colombia, Tigo Colombia, Itau
Chile
4.4 4.4 13
5 4
Universal
McCann
J&J Colombia, GoPro Mexico, GoPro Mexico 2.1
Perez y Villa
Colombia
1.8 32
EU
LATAM

28. 5Holding Group Rankings
28

29. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
29
Holding Group Ranking
This year, R3 rolled up more than 8,000 wins across 400+ agencies globally. Not surprisingly, Omnicom
dominated the overall results, adding a staggering 6.5% to their overall revenue through this year’s new
business development, almost $1b. WPP was relegated to second place, with both Dentsu and MDC return the
next best results as a percent of their 2016 revenue base.

30. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
30
Holding Group Ranking
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QUARTER
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QUARTER
HOLDING GROUP
ESTIMATED CREATIVE
YTD REVENUE
(USD $m)
ESTIMATED
MEDIA
YTD REVENUE
(USD $m)
ESTIMATED
OVERALL YTD
REVENUE
(USD $m)
2015 REVENUE
AS % OF 2015
REVENUE
NO.OF WINS
1 1 Omnicom 616.2 369.7 985.9 15,134 6.5% 1,094
2 2 WPP 385.9 73.3 459.2 18,422 2.5% 2,296
3 3 Dentsu 185.1 149.2 334.3 6,774 4.9% 1,156
4 5 Publicis Groupe 94.4 68.8 163.3 10,658 1.5% 844
5 4 Interpublic 84.8 60.3 145.0 7,614 1.9% 1,192
6 7 MDC 120.6 0.0 120.6 1,326 9.1% 47
7 6 Havas 10.0 71.3 81.3 2,529 3.2% 305
2,290 62,458 3.7% 6,934
Global
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ESTIMATED CREATIVE
YTD REVENUE
(USD $m)
ESTIMATED
MEDIA
YTD REVENUE
(USD $m)
ESTIMATED
OVERALL YTD
REVENUE
(USD $m)
2015 REVENUE
AS % OF 2015
REVENUE
NO.OF WINS
1 1 Omnicom 438.0 186.8 624.8 - - 46
2 2 Dentsu 99.7 45.2 144.9 - - 30
3 3 MDC 131.1 0.0 131.1 - - 30
4 5 Havas 5.8 26.2 31.9 - - 20
5 4 Interpublic -9.3 7.2 -2.1 - - 60
6 7 Publicis Groupe 2.6 -23.3 -20.7 - - 32
7 6 WPP 75.9 -113.5 -37.6 - - 99
872 - - 317
US

31. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
31
Holding Group Ranking
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ESTIMATED
MEDIA
YTD REVENUE
(USD $m)
ESTIMATED
OVERALL YTD
REVENUE
(USD $m)
2015 REVENUE
AS % OF 2015
REVENUE
NO.OF WINS
1 1 WPP 232.4 110.1 342.5 3,000 11.4% 1,727
2 4 Publicis Groupe 122.4 98.8 221.3 1,183 18.7% 782
3 3 Omnicom 114.5 74.9 189.4 1,572 12.0% 694
4 2 Dentsu 104.8 76.6 181.4 5,761 3.1% 1,276
5 5 Interpublic 99.6 21.1 120.7 866 13.9% 816
6 7 Cheil 18.4 0.0 18.4 481 3.8% 60
7 6 Havas 8.5 9.5 17.9 191 9.4% 163
1,092 13,054 8.4% 5,518
APAC
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MEDIA
YTD REVENUE
(USD $m)
ESTIMATED
OVERALL YTD
REVENUE
(USD $m)
2015 REVENUE
AS % OF 2015
REVENUE
NO.OF WINS
1 1 WPP 83.6 73.7 157.3 - - 363
2 3 Publicis Groupe 58.4 48.3 106.7 - - 209
3 2 Dentsu 71.6 34.6 106.2 - - 356
4 4 Omnicom 29.8 11.2 41.1 - - 91
5 5 Interpublic 21.9 1.0 22.9 - - 105
6 6 Cheil 10.8 0.0 10.8 - - 20
7 7 Havas 9.0 1.1 10.1 - - 16
455 - - 1,160
China

32. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
32
Holding Group Ranking
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(USD $m)
ESTIMATED
MEDIA
YTD REVENUE
(USD $m)
ESTIMATED
OVERALL YTD
REVENUE
(USD $m)
2015 REVENUE
AS % OF 2015
REVENUE
NO.OF WINS
1 1 Omnicom 86.4 62.6 149.1 - - 299
2 2 WPP 67.2 78.3 145.5 - - 378
3 5 Havas 0.5 28.9 29.4 - - 107
4 4 Dentsu 15.3 12.4 27.8 - - 51
5 3 Interpublic -2.2 19.5 17.3 - - 235
6 7 MDC 12.6 0.0 12.6 - - 12
7 8 Cheil 9.3 0.0 9.3 - - 20
8 6 Publicis Groupe -31.4 0.8 -30.6 - - 39
360 - - 1,141
EU
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YTD REVENUE
(USD $m)
ESTIMATED
OVERALL YTD
REVENUE
(USD $m)
2015 REVENUE
AS % OF 2015
REVENUE
NO.OF WINS
1 2 Interpublic 2.6 33.8 36.4 - - 47
2 1 Omnicom 11.7 4.0 15.7 - - 34
3 7 WPP 34.0 -24.5 9.5 - - 161
4 4 MDC 5.8 0.0 5.8 - - 7
5 6 Dentsu 1.8 1.8 3.6 - - 12
6 5 Publicis Groupe 2.0 0.0 2.0 - - 7
7 3 Havas 2.5 -0.6 1.9 - - 4
75 - - 272
LATAM

33. 6About R3
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34. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
With our deep insight and ongoing research
into agencies, we provide independent
consulting on Agency Search, Compensation
and Evaluation – covering Creative, Media,
Digital, PR, Social, CRM and Event agencies
RETURN ON AGENCIES
RETURN ON MEDIA
With one of the largest databases of media
costs and rebates, we provide independent
media auditing, financial auditing and process
improvement
Through proprietary research including
EnSpire to benchmarking of marketing
processes and structures, we provide
independent consulting on reducing the risks
of marketing investment.
RETURN ON INVESTMENT
IMPROVING
THE EFFECTIVENESS
& EFFICIENCY OF
MARKETERS &
THEIR AGENCIES
34
Our Clients:

35. Thank You!Thank You!
IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
greg@rthree.com +1 646 416 8088
35
Greg Paull