Publicis Groupe was ranked number one in R3 Worldwide’s tabulation of global new business gains for full-year 2023.
The Groupe had net new business revenue of $700 million, up nearly 7% versus 2022. That included $315 million from media pitches and $385 million from creative pitches.
Second-ranked WPP scored net new business revenue of $526 million, up nearly 5%. The Group’s media pitch tally was $135 million, while creative wins racked up $390 million.
Interpublic placed third with $397 million in total net new business, up almost 5%. Its media pitch tally was $74 million while creative wins yielded $323 million.
Omnicom and Dentsu rounded out the top-5 respectively.
R3 described last year’s pitch landscape as “relatively muted.” The number of total accounts awarded was down about 3% although the overall value increased 5%.
The value of creative accounts increased by 8% with a decrease in volume of nearly 14%. While the holding groups held the top slots, three independent agencies rounded out the top 20 including Wieden + Kennedy, M & C Saatchi and Mother.
Media contributed less value—up less than a percentage point—although 17% more accounts were awarded.
In the U.S. the value of creative accounts was up 29%, while creative new business recovery in most other regions was slow with companies putting fewer accounts and smaller budgets in review, per the R3 assessment.
Media was a different story. The U.S. registered a 187% increase in the number of media reviews but with a 14% decrease in overall value. By comparison, China’s media landscape remained strong with fewer accounts up for grabs but 38% more revenue at stake.
“It’s becoming clearer where marketers prioritize Creative and Media,” says Greg Paull, Principal and Co-founder at R3. “In the US and Europe, there’s growing interest in the impact of creative effectiveness on overall business growth and cultural relevance, placing a premium on impactful and innovative creative work.”
“In regions where connected platforms are more critical to customer engagement and conversion,” Paull added, “media is more important. Particularly with partners that can offer CRM and data solutions. China and Asia-Pacific are two examples where media revenue is strong, and less investment finds its way to creative partnerships.”
As for 2024, advancements in AI could impact account resources and fees, the company believes. “Once marketers get visibility on its impact, we’ll start seeing changes in scopes of work and value,” said Paull.
