Creative & Media Agency Benchmarks2021-12-16T14:28:12+01:00

High-value data and insights on global media spend investments.

Creative & Media agency benchmarks.

INDEPENDENT AND INTERNATIONAL RESEARCH COMPANY.

COMvergence’s purpose is to analyze and measure the performances and strategic developments of the global MarCom holding company agencies, major independents, and largest management consultancy firms.

COMvergence delivers (to advertisers, agencies, pitch consultants, media vendors, financial analysts) high value products and services, with real insights and analysis, in a modern format that can be easily manipulated. Our key principles are objectivity (through the measurement criteria used to benchmark the agencies and the groups’ performances), simplicity (of our methodologies) and agility (thanks to our online platform gathering all available data and displaying insights on dashboards and dynamic graphs that are easy to read, understand and act on).

GEOGRAPHIC REACH.

Combined, these 50 markets account for approximately 95% of the worldwide media spend.

 

North America

USA
Canada

Latin America

Argentina
Brazil
Chile
Colombia
Mexico
Peru

EMEA

Austria
Belgium
Czech Republic
Denmark
Finland
France
Germany
Greece
Hungary
Ireland
Israel
Italy
Middle East
Netherlands
Nigeria
Norway

Poland
Portugal
Romania
Russia
Slovakia
South Africa
Spain
Sweden
Switzerland
Turkey
UK
Ukraine

Asia Pacific

Australia
China
Hong Kong
India
Indonesia
Japan
Malaysia
New Zealand
Philippines
Singapore
South Korea
Taiwan
Thailand
Vietnam

50 countries

in 2021

OUR PARTNERS AND STRATEGIC ALLIANCES.

COMvergence has strategic alliances with:

4as
Agency Mania Solutions(Creative & media agency benchmarks)
Kantar(Creative & media agency benchmarks)
Abintus Consulting(Creative & media agency benchmarks)
WFA (Creative & media agency benchmarks)

These partnerships are critical to deliver unparalleled research products, market analysis and methodologies.

SPOTLIGHTS.

Spotlight February 2022

Marcom Agency Acquisitions 2016-2021 - During 2021, COMvergence recorded 86 acquisitions of which five were part of the top largest deals since 2016. This is a strong rebound following the COVID-19 pandemic.

Spotlight November 2021

For advertiser’s evaluating their MarCom resources or conducting a search, specialized units are frequently created to serve those who may require more than a single agency discipline. COMvergence assembled a quick summary of the major bespoke units/integrated agencies set up by the “Big 6” holding companies.

More Spotlights

KEY HIGHTLIGHTS.

Key Highlights

COMvergence's annual Key Highlights presents a unique overview of the main media pitches, leadership changes, developments/achievements, and agency acquisitions which have occurred during the year. It also includes headcount and billings figures relative to the media agency networks and their owner groups. COMvergence uses this data to provide actionable insights and measurement studies on agencies.

More highlights

IN THE NEWS.

OMD Retains U.S. Billings Crown in 2021

June 13, 2022 - Omnicom’s OMD was the top-ranked U.S. media agency by billings in 2021 according to a new report from agency research firm COMvergence. The report also found that Publicis Media was the top group in the U.S.

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