Are clients losing confidence in big media shops?

According to a report released by Paris-based independent research firm, COMvergence, the ‘Big Six’ – WPP, Omnicom, Publicis, Havas, MDC Partners and Dentsu – are losing the media accounts of big brands to smaller independent agencies, especially in the US.

Of the 42 pitches in the US this year, 16 media business accounts worth more than $2 billion in spending have moved to smaller agencies. Some of the big names are Sprint, Honda and Darden Restaurants.

WPP’s GroupM, for instance, saw the greatest increase in revenue for the first half of the year at approximately $240 million. But it also lost several accounts including Accenture and Michelin. Another major trend suggested by the COMvergence is that clients who launch media reviews increasingly do so with the intention of switching agencies. Of the 42 reviews considered in the report, only two - Activision and Luxottica - ended with the agency (Omnicom) retaining the account.

Watch out for a very interesting 2018.

Source : http://www.adweek.com/agencies/clients-are-losing-confidence-in-holding-company-media-shops-report-says/