Poland Domestic Report - Quali Scores and Benchmark Graphs

Media agency
proﬁle classiﬁca�on
Quali-pack
Poland
March 2023
The House of Quali-scores

Quali pack Poland 1st edition 2023
Contents March 2023

Qualitative Evaluation
Structure of the Industry 2
Profile Classification 3
Vitality 4
Structure 5
By Groups w/nbr of points by
6
category of criteria
Trends since 2020

All six Groups & independents 8
GroupM & GroupOne 9
Publicis Media 10
dentsu international & Havas Media 11
Omnicom Media Group 12
Mediabrands 13
Leading agencies 14
Appendix
Methodology: 18 criteria table & 4
16
levels scale
Methodology - Vitality definitions 17
Methodology - Structure definitions 18
T100 with all 18 criteria 19
Copyright © 2023 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission 1
Structure of the Industry

Agencies Details; Specialized
Groups of Local brands & creation date agencies or brands
agencies international brands Client dedicated units taken into account for
or other brands digital and diversified services
EssenceMediacom Plista, INCA, mSpark, E-commerce,

Data&Tech, Xaxis, WM Content, Syntax,
WM Analytcis & Insights, MediaCom
GroupM Wavemaker METS
(MDC) Beyond Advertising, MDC Business
WPP Science, Mindshare (MDS) Invention, MDS
Mindshare Business Development, MDS Business
Planning, MDS Digital,
m/Six Not established yet MDS Shop+
Spark Foundry
Publicis Media Starcom Performics, LiquidThread, Yotta,
Publicis Publicis Commerce
PlatformGSK (GSK)
Zenith Zenith Plus (PepsiCo)
Omnicom Digital Resolution

OMD Optimum Media
Media Group OMD OMD Macroscope
OMG Tribal Media
MD Direct, MD Interactive,
Media Direction Brand Science, Fuse, Annalect,
Media Mozaic, Resolution
Direction OMD
Group
PHD Media Direction PHD Rocket (Volkswagen)
OMG
Carat
dentsu
dentsu X Isobar, Red8 Group, The Story Lab
International
iProspect
UM UM Thrive (Nestlé)
Mediabrands Mediahub Kinesso, Matterkind, Reprise
Initiative Junior Initiative (LEGO)
Havas Media Fullsix Socialyse, Havas E-Commerce,

Havas Programmatic Hub, DBI, Ecselis, Havas
Intelligence, Luxhub
Arena
INDEPENDENTS
SalesTube, LabCon, GetLouder, Grow Now,
Mediaplus
GroupOne Value Media RL Media
Serviceplan Health, Media Republic, Tech
Nest
SigmaBis SigmaBis Not evaluated yet
Copyright © 2023 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission
Profile classification: tight competition for the top5

Poland Vitality Structure
RANK
Feb. 27th, 2023 Quali-

Profile
Quali- Quali-
rev. March 14th, 2023 scores points points
1 Starcom 21 9 12
Dominant
2 Zenith 20 12 8
EssenceMediacom 19 9 10
3
Value Media incl. Mediaplus 19 11 8
High
Spark Foundry 16 12 4
5
Wavemaker 16 7 9
7 Mindshare 9 6 3
Carat 8 6 2
8 Havas Media 8 7 1
OMD 8 Good 4 4
11 iProspect 7 5 2
dentsu X 6 4 2
12
UM 6 3 3
14 Initiative 3 -1 4
15 Arena Media 2 2 0
16 Mediahub 0 Average 0 0
17 PHD Media Direction 0 2 -2
18 Media Direction OMD -5 -5 0
Total vertical positive pts 168 99 72
26
24
22
20
20 21 18
19 19 16
14
16 16 12
10
8
8 8 8 9 6
6 6 7 4
2
0
T100a- Vitality ranking

Zenith and Spark #1 for the first time
Compitches Momentum
Poland vitality T18 T18 T18 T21 T6 T5 T1 T16 T41 T40
Feb 23 Feb 22 Feb 21 Feb 23 Jul 22 Feb 23 Jul 22 Feb 23 Feb 23 Feb 23
2022 2021 2020 New-biz Activity Client industry pitch awards CEO &
Feb. 27th, 2023 Quali- grades grades grades balance growth portfolio share participa points heads of
points A+ to C A+ to C A+ to C over 1 y over 3 y growth tion expertise
rev. March 14th, 2023
Spark Foundry 12 B+ A A+ 45 38% 22% 4,4% 32 54 18
Zenith 12 A+ A A 102 50% 23% 9,1% 26 45 20
Value Media incl. Mediaplus 11 B+ A A 17 96% 54% 5,5% 48 15 20
EssenceMediacom 9 A B A 43 6% 9% 8,8% 40 27 20
Starcom 9 A A A+ -27 25% -3% 17,4% 35 78 20
Havas Media 7 B A A 8 22% 1% 6,5% 43 30 14
Wavemaker 7 B+ B A+ 54 -3% 8% 9,4% 42 90 14
Carat 6 A B+ B+ -5 13% 12% 2,4% 31 21 8
Mindshare 6 A B B+ -6 29% -6% 7,6% 31 21 18
iProspect 5 B+ B+ B 58 35% 24% 4,0% 27 3 10
dentsu X 4 B+ B C+ 43 n.a. 159% 0,5% 8 3 12
OMD 4 B B+ C+ -14 2% 2% 5,8% 24 96 18
UM 3 B B C 9 82% 11% 4,0% 15 18 16
Arena Media 2 B B B+ 4 32% -2% 1,5% 12 - 10
PHD Media Direction 2 B B C+ 13 37% 6% 3,8% 4 36 14
Mediahub 0 B B C 0 30% -2% 2,3% 12 15 6
Initiative -1 C C B -55 43% -41% 5,9% 25 36 18
Media Direction OMD -5 C B C -63 -51% -67% 0,5% 7 6 10
Total vertical positive pts 99 15 13 17 7 12 8 - 12 13 9
T100b- Structure ranking

Starcom leads, followed by EssenceMediacom
Resources Client Profile
Poland structure T32 T33 T34 T2 T7 T8 T22 T24 T23 T25
Feb 23 Feb 23 Feb 23 Jul 22 Feb 23 Jul 22 Feb 23 Feb 23 Feb 23 Feb 23
Digital Data & Content & total staff Int'l co- % non- nbr big local Exposure Relation-
Feb. 27th, 2023 Quali- experts Analytics Events staff ordination tradi advertisers roots top 3 ship
points staff nbr staff nbr nbr staff nbr activity nbr nbr clients years
rev. March 14th, 2023
Starcom 12 164 44 32 442 9 47% 22 23 27% 6,0
EssenceMediacom 10 136 56 15 366 33 35% 24 7 28% 6,7
Wavemaker 9 113 36 25 327 45 43% 20 6 23% 5,0
Value Media incl. Mediaplus 8 215 66 15 397 13 54% 18 16 41% 3,3
Zenith 8 107 41 15 234 33 47% 18 12 34% 4,0
Initiative 4 63 27 6 214 54 50% 5 3 49% 5,5
OMD 4 83 19 14 240 9 35% 17 5 34% 6,4
Spark Foundry 4 79 17 14 148 2 49% 10 12 29% 4,6
Mindshare 3 73 20 15 229 17 34% 11 5 32% 4,4
UM 3 72 29 5 215 64 56% 10 2 54% 4,9
Carat 2 72 13 8 117 1 37% 10 3 31% 5,5
dentsu X 2 20 8 18 54 0 79% 5 2 73% 2,9
iProspect 2 100 22 14 165 1 40% 9 8 60% 5,2
Havas Media 1 81 13 5 160 13 40% 13 6 47% 6,9
Arena Media 0 10 2 2 20 3 33% 3 2 63% 3,9
Media Direction OMD 0 6 2 1 15 0 30% 4 0 79% 7,2
Mediahub 0 23 8 4 66 3 35% 4 2 59% 5,3
PHD Media Direction -2 22 6 2 100 7 43% 6 1 68% 4,3
Total vertical positive pts 72 9 7 12 - 9 8 8 5 9 8
T101- by Groups and by category of criteria

Poland By four categories of criteria
Compi- Momen- Resour- Client

Feb. 27th, 2023 Quali-
Profile
scores tches tum ces Profile
rev. March 14th, 2023 max 6 pts max 12 pts max 10 pts max 8 pts
Publicis Media 57 points 17 pts 16 pts 13 pts 11 pts
Starcom 21 Dominant 6 3 6 6
Zenith 20 Dominant 6 6 5 3
Spark Foundry 16 High 5 7 2 2
GroupM 44 points 10 pts 12 pts 14 pts 8 pts
EssenceMediacom 19 High 4 5 6 4
Wavemaker 16 High 3 4 6 3
Mindshare 9 Good 3 3 2 1
dentsu International 21 points 7 pts 8 pts 5 pts 2 pts
Carat 8 Good 4 2 0 2
iProspect 7 Good 2 3 2 0
dentsu X 6 Good 1 3 3 -1
GroupOne Media 19 points 5 pts 6 pts 6 pts 2 pts
Value Media incl. Mediaplus 19 High 5 6 6 2
Havas Media Group 10 points 5 pts 4 pts 0 pts 1 pts
Havas Media 8 Good 4 3 0 1
Arena Media 2 Average 1 1 0 0
Mediabrands 9 points 0 pts 6 pts 6 pts 1 pts
UM 6 Good -1 4 3 0
Initiative 3 Average -2 1 3 1
Mediahub 0 Average -1 1 0 0
Omnicom Media Gr. 8 points 1 pts 3 pts 1 pts 3 pts
OMD 8 Good 1 3 1 3
Omnicom MD Gr. 0 pts 0 pts 2 pts 0 pts 0 pts
PHD Media Direction 0 Average 0 2 0 -2
Media Direction OMD -5 Average -2 -3 0 0

Total vertical positive pts 168 28 41 32 17
Trend-graphs by networks
Trends since 2020

All six Groups & independents 8
GroupM & GroupOne 9
Publicis Media 10
dentsu International & Havas
11
Media
Omnicom Media Group 12
Mediabrands 13
Leading agencies 14
Publicis Media #1
GroupM surges and catches up the leader
2020 2021 2022 2023
1st edition 2nd edition 1st edition 2nd edition 1st edition 2nd edition 1st edition
170 pts 169 pts 167 pts 169 pts 166 pts 170 pts 168 pts
Publicis
56 57
53
51
WPP
GroupM 50
49
Publicis
47 48
Media
46 47
WPP GroupM
45 44
34
31
Havas
Media
21 dentsu
21 20 20 20 21
GroupOne 19
20 19
19 18 GroupOne
18 19 19
Mediabrands
17
14 14
14
dentsu 15
11 13 13 11
11 Havas
10 10
Omnicom
10 10 Mediabrands 9
7 8
OMG
5
GroupM & GroupOne: Value Media loses its Dominant profile;

EssenceMediacom, Mindshare and Wavemaker surge
2020 2021 2022 2023
Dominant
21
20 20 20 20 21
19 19 Value Media
19
18 19 19 EssenceMediacom
18
18 17
17 Wavemaker
High
16
15
15
13
11
9 Mindshare
9 9
Good
3
Average
Publicis: Starcom robust,

Zenith surges to Dominant profile, Spark stabilizes
2020 2021 2022 2023
25 25
Dominant
24
23 23
Starcom
21 21
20
Zenith
18
High
16 16
15 15 Spark F
14
13 13
12 12
9 9
Good
Average
dentsu & Havas Media: Havas drops;

Carat, iProspect and dentsu X stable since 2022
2020 2021 2022 2023
Dominant
17
17
High
16
15 15
14
9 Havas
9
Good
8
8 Carat 8
iProspect 7
6 7 6 6
6
6 denstu X
4 4 4 4
3
4 3
2 2
2
Arena
1
Average
OMG: OMD stable;

PHD MD and MD OMD average
2020 2021 2022 2023
Dominant
High
11 11
10 10
10
Good
8 8
OMD
Media Data
Mind
2 2
1 1 1 PHD MD
2
1
0 1
Average
-1 -1
Media Data
Mind
-1
-2
PHD MD
-3
-4
MD OMD
-4
MD OMD -5
-5
Mbrands: UM stable over 3 years; Initiative drops;

Mediahub stable
2020 2021 2022 2023
Dominant
High
10
8 8
Good
UM
7 7
7
UM
Initiative 6
6 5
3 3 3 Initiative
3
Mediahub
1 1
0
Average
0 0
-1 -1
Leading agencies: Starcom is challenged; Value Media stable;

EssenceMediacom & Zenith rebound
2020 2021 2022 2023
25 25
Dominant
24
23 23
Starcom
21
21
21 20 21 Zenith
20
20 20
19Value
19 19 19
18 Essence
18 17 Mediacom
High
16
15 15 15
13 13 14
Good
Average
Appendix
Methodology:
16
18 criteria table & 4 levels scale
Methodology - Vitality definitions 17
Methodology - Structure definitions 18
T100 with all 18 criteria 19
VITALITY Methodology STRUCTURE
The Profile classification 19 criteria

9 criteria for evaluating agency Vitality
Compitches Momentum
T18 T18 T18 T21 T5 T6 T1 T16 T41 T40
2017 2016 2015 New-biz Client Activity industry Pitch Awards CEO &
grades grades grades balance portfolio growth share participa points heads of
prelim. pts A+ to C A+ to C over 1 y growth over 3 y not taken tion expertise
3 criteria 2 criteria 4 others criteria

• Competitiveness • New biz balance • Activity growth
in pitches (totalized in adspends) • Pitch participation
over 3 y (= a cycle); • Client portfolio growth • Awards
a qualitative grade over one year • CEO & heads
9 or 10 criteria for evaluating agency Structure

Resources Client Profile
T32 T33 T34 T35 T4 T7 T8 T22 T24 T23 T25
Digital Data & Content Group total staff Int’l co- % non- # big Local Exposure Relation-
experts Analytics & Events specialized not taken ordination tradi advertisers roots top 3 ship
staff nbr staff nbr staff nbr Resources staff nbr activity # clients years
• Digital experts • Big clients

• Data/analytics experts • Locally owned
• Content/Events experts • Exposure
• Int’l coordination • Loyalty
For each of these 18/19

criteria, the data distribution
2 pts 1 pt 0 pt -1 pt
enables to give strength
points (values +2pts or +1pt)
and weakness points (in red Far above average Above average Average Below average
valued minus one point). performance performance performance performance
1 Vitality Criteria:
evaluate the Dynamism of an agency
• T18 Competitiveness in pitches. Key • T16 Pitch participation: tracking of the

criteria demonstrating the agencies numbers of pitches the agency has
capabilities to propose innovative taken part in over three years (including
strategies and attractive prices to retention and unsuccessful pitches).
advertisers.
The evaluation is done once a year and 3 → Reveals the eagerness of the
years of results are being considered in agencies for getting new accounts as
the overall evaluation as it tells whether well as interests from advertisers (not
or not the agency has demonstrated all agencies are being invited to pitch)
consistent performances.
• T41 Awards- in points- based on the
• T21 New-biz balance: discloses the last three years and including local and
balance in $m/€m of wins and losses. int'l awards.
Allows to measure the impact of New Biz Bonus criteria: no negative points are
in $/€m on the agency’s client portfolio. being distributed as not taking part in
the award race cannot be considered as
→ Are taken into accounts: all the a weakness.
accounts over the local threshold
excluding transfers. → Based on selected global and
regional awards (FoM; Cannes Media
• T6 Growth rates over three years. Lions; Effies) as well as local awards –
Based on the Overall Activity volume weighting is applied to emphasize wins
which includes digital and diversified in major international competition and
services. discriminate results locally.
• T5 Client portfolio growth: addition of • T40 Changes and Stability of CEOs and
the New Biz Balance (T21) + the Overall heads of expertise (strategy; digital;
Activity 2021. This criteria allows to data; content). Heads of offices in large
estimate the agencies’ growth several countries are also considered.
time a year. Changes in year one (from the date of
announcement) deliver 4 pts to a CEO
→The T5 doesn’t replace the Overall and 2 pts to any of the four heads of
Activity estimation done once a year as expertise; stability from the year four
it doesn’t take into account the organic and beyond delivers the same number
growth or decrease of existing clients of points as changes. Negative points
and transfers are not taken into cannot be attributed.
accounts.
→ Rewards the freshness and/or the
• T1 Industry shares based on the latest proven stability of the management
Overall Activity volume report; only for active in the client relationship.
reference; not a KPI.
2 Structure Criteria:
evaluate Resources and Agency Client portfolio
RECMA has developed three main • T2: Total Staff- For reference only, not
metrics to evaluate the level of taken into account for the evaluation
digitalization and diversification of an
agency. • T7 International services centers staff
number.
- Expert staff: demonstrates the → Key criteria for international hubs like the UK,
agency’s expertise in digital, data, Singapore, USA (Miami…) RECMA takes into account
content the staff located in the market studied.
- Group Specialized Resources: highlight
the Groups’ capabilities agencies can • T8 % of non-traditional activity (digital
rely upon expertise, diversified services and
- Share of non-tradi: evaluates the share coordination international).
of activities yielded from non → RECMA considers as non-traditional activity all non-
traditional media fields. monitored duties of the agency which now represents
more than 50% of the activity in mature markets.
• T32 Digital experts staff number in
Direct response, Search; Mobile, Social, • T22 Big advertisers over a threshold of
and Programmatic. adspend. Reveals if the agency is
→ RECMA accounts for all the Full Time Equivalent servicing one or several big clients
servicing clients in any of the 5 fields of expertise. (threshold to define Big clients vary from
It means that it includes the digital units for the one market to another).
Groups
• T24 Local roots : advertisers owned by
• T33 Data & Analytics staff number in local investors or families (for the USA by
Econometrics, Ad Hoc research, Data overseas). Reveals whether the agency
mining, Marketing consulting and Brand has managed to secure local clients or
strategy. only rely on the international network
→ Same methodology as T32, includes FTE clients, also a proof that they have a local
knowledge of the market.
• T34 Content & Events staff number in
Branded content, Advertainment and • T23 Exposure: top 3 clients in % of
Sponsorship / events. Overall Activity volume.
→ Same methodology as T32, includes FTE The criteria reveals how vulnerable the
agency may be to its top clients, the less
• T35 Group specialized resources take dependency they manage to get, the
into consideration the situation of each more secure they are.
media Group locally, that benefit of
specialized companies operating locally • T25 Relationship stability: average
with a minimum activity and staff number of years that the agency has been
dedicated to direct clients out of the handling its top 10 clients (capped at ten
media agencies clients. years).
Compitches Momentum Resources Client Profile
Vitality Structure
Poland T18 T18 T18 T21 T6 T5 T1 T16 T41 T40 T32 T33 T34 T2 T7 T8 T22 T24 T23 T25
Feb 23 Feb 22 Feb 21 Feb 23 Jul 22 Feb 23 Jul 22 Feb 23 Feb 23 Feb 23 Feb 23 Feb 23 Feb 23 Jul 22 Feb 23 Jul 22 Feb 23 Feb 23 Feb 23 Feb 23
2022 2021 2020 New-biz Activity Client industry pitch awards CEO & Digital Data & Content & total staff Int'l co- % non- nbr big local Exposure Relation-
Feb. 27th, 2023 Quali- Quali- Quali- grades grades grades balance growth portfolio share participa points heads of experts Analytics Events staff ordination tradi advertisers roots top 3 ship
Profile A+ to C A+ to C A+ to C over 1 y over 3 y growth tion expertise staff nbr staff nbr nbr staff nbr activity nbr nbr clients years
rev. March 14th, 2023 scores points points
Starcom 21 Dominant 9 12 A A A+ -27 25% -3% 17,4% 35 78 20 164 44 32 442 9 47% 22 23 27% 6,0
Zenith 20 Dominant 12 8 A+ A A 102 50% 23% 9,1% 26 45 20 107 41 15 234 33 47% 18 12 34% 4,0
EssenceMediacom 19 High 9 10 A B A 43 6% 9% 8,8% 40 27 20 136 56 15 366 33 35% 24 7 28% 6,7
Value Media incl. 19 High 11 8 B+ A A 17 96% 54% 5,5% 48 15 20 215 66 15 397 13 54% 18 16 41% 3,3
Mediaplus
Spark Foundry 16 High 12 4 B+ A A+ 45 38% 22% 4,4% 32 54 18 79 17 14 148 2 49% 10 12 29% 4,6
Wavemaker 16 High 7 9 B+ B A+ 54 -3% 8% 9,4% 42 90 14 113 36 25 327 45 43% 20 6 23% 5,0
Mindshare 9 Good 6 3 A B B+ -6 29% -6% 7,6% 31 21 18 73 20 15 229 17 34% 11 5 32% 4,4
Carat 8 Good 6 2 A B+ B+ -5 13% 12% 2,4% 31 21 8 72 13 8 117 1 37% 10 3 31% 5,5
Havas Media 8 Good 7 1 B A A 8 22% 1% 6,5% 43 30 14 81 13 5 160 13 40% 13 6 47% 6,9
OMD 8 Good 4 4 B B+ C+ -14 2% 2% 5,8% 24 96 18 83 19 14 240 9 35% 17 5 34% 6,4
iProspect 7 Good 5 2 B+ B+ B 58 35% 24% 4,0% 27 3 10 100 22 14 165 1 40% 9 8 60% 5,2
dentsu X 6 Good 4 2 B+ B C+ 43 n.a. 159% 0,5% 8 3 12 20 8 18 54 0 79% 5 2 73% 2,9
UM 6 Good 3 3 B B C 9 82% 11% 4,0% 15 18 16 72 29 5 215 64 56% 10 2 54% 4,9
Initiative 3 Average -1 4 C C B -55 43% -41% 5,9% 25 36 18 63 27 6 214 54 50% 5 3 49% 5,5
Arena Media 2 Average 2 0 B B B+ 4 32% -2% 1,5% 12 - 10 10 2 2 20 3 33% 3 2 63% 3,9
Mediahub 0 Average 0 0 B B C 0 30% -2% 2,3% 12 15 6 23 8 4 66 3 35% 4 2 59% 5,3
PHD Media Direction 0 Average 2 -2 B B C+ 13 37% 6% 3,8% 4 36 14 22 6 2 100 7 43% 6 1 68% 4,3
Media Direction OMD -5 Average -5 0 C B C -63 -51% -67% 0,5% 7 6 10 6 2 1 15 0 30% 4 0 79% 7,2
Total vertical positive pts 168 99 72 15 13 17 7 12 8 - 12 13 9 9 7 12 - 9 8 8 5 9 8
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Media agency

The House of Quali-scores

Contents March 2023

Trends since 2020

GroupM & GroupOne 9

dentsu international & Havas Media 11

Omnicom Media Group 12

Methodology - Structure definitions 18

T100 with all 18 criteria 19

Structure of the Industry

EssenceMediacom Plista, INCA, mSpark, E-commerce,

Omnicom Digital Resolution

Mediabrands Mediahub Kinesso, Matterkind, Reprise

Initiative Junior Initiative (LEGO)

Havas Media Fullsix Socialyse, Havas E-Commerce,

SigmaBis SigmaBis Not evaluated yet

Profile classification: tight competition for the top5

Feb. 27th, 2023 Quali-

17 PHD Media Direction 0 2 -2

18 Media Direction OMD -5 -5 0

Total vertical positive pts 168 99 72

T100a- Vitality ranking

Spark Foundry 12 B+ A A+ 45 38% 22% 4,4% 32 54 18

Zenith 12 A+ A A 102 50% 23% 9,1% 26 45 20

Value Media incl. Mediaplus 11 B+ A A 17 96% 54% 5,5% 48 15 20

Starcom 9 A A A+ -27 25% -3% 17,4% 35 78 20

Havas Media 7 B A A 8 22% 1% 6,5% 43 30 14

Wavemaker 7 B+ B A+ 54 -3% 8% 9,4% 42 90 14

Carat 6 A B+ B+ -5 13% 12% 2,4% 31 21 8

Mindshare 6 A B B+ -6 29% -6% 7,6% 31 21 18

iProspect 5 B+ B+ B 58 35% 24% 4,0% 27 3 10

dentsu X 4 B+ B C+ 43 n.a. 159% 0,5% 8 3 12

OMD 4 B B+ C+ -14 2% 2% 5,8% 24 96 18

UM 3 B B C 9 82% 11% 4,0% 15 18 16

Arena Media 2 B B B+ 4 32% -2% 1,5% 12 - 10

PHD Media Direction 2 B B C+ 13 37% 6% 3,8% 4 36 14

Mediahub 0 B B C 0 30% -2% 2,3% 12 15 6

Initiative -1 C C B -55 43% -41% 5,9% 25 36 18

Media Direction OMD -5 C B C -63 -51% -67% 0,5% 7 6 10

Total vertical positive pts 99 15 13 17 7 12 8 - 12 13 9

T100b- Structure ranking

Starcom 12 164 44 32 442 9 47% 22 23 27% 6,0

EssenceMediacom 10 136 56 15 366 33 35% 24 7 28% 6,7

Wavemaker 9 113 36 25 327 45 43% 20 6 23% 5,0

Value Media incl. Mediaplus 8 215 66 15 397 13 54% 18 16 41% 3,3

Zenith 8 107 41 15 234 33 47% 18 12 34% 4,0

Initiative 4 63 27 6 214 54 50% 5 3 49% 5,5

OMD 4 83 19 14 240 9 35% 17 5 34% 6,4

Spark Foundry 4 79 17 14 148 2 49% 10 12 29% 4,6

Mindshare 3 73 20 15 229 17 34% 11 5 32% 4,4

UM 3 72 29 5 215 64 56% 10 2 54% 4,9

Carat 2 72 13 8 117 1 37% 10 3 31% 5,5

dentsu X 2 20 8 18 54 0 79% 5 2 73% 2,9

iProspect 2 100 22 14 165 1 40% 9 8 60% 5,2

Havas Media 1 81 13 5 160 13 40% 13 6 47% 6,9

Arena Media 0 10 2 2 20 3 33% 3 2 63% 3,9

Media Direction OMD 0 6 2 1 15 0 30% 4 0 79% 7,2

Mediahub 0 23 8 4 66 3 35% 4 2 59% 5,3

PHD Media Direction -2 22 6 2 100 7 43% 6 1 68% 4,3

Total vertical positive pts 72 9 7 12 - 9 8 8 5 9 8

T101- by Groups and by category of criteria

Compi- Momen- Resour- Client

Publicis Media 57 points 17 pts 16 pts 13 pts 11 pts