EXTRACT
US CREATIVE AGENCY NEW BUSINESS BAROMETER
In-depth analysis and assessment of major US CREATIVE pitches/moves during Q1-Q3 2018
December 2018 CONFIDENTIAL ©2018 KEY FACTS & FIGURES 2018 advertisers/brands reviewed US agencies won at least
Q3 their creative agency
- 1 mid-sized account 95 arrangements 55 Q1
– agencies scoring 3+ wins won 47 brands ranked by AdAge accounts, of which 8 were ranked as a top 200 most- 12 by AdAge as a top 200 most- OVES advertised US brand advertised US brand
& M of the assessed reviews of the 95 advertisers that involved advertisers from reviewed their creative 25 the food and restaurants 40% partnerships were won by categories Independent agencies ITCHES P dedicated, full-service units major advertisers (J&J, (from the same Holding Co.) Campbell’s, P&G, BP) selected were created as a result of 4 agencies that created a dedicated new agency partnerships unit to handle the account REATIVE US C
December 2018 CONFIDENTIAL ©2018 of the 95 US brands that changed or retained their creative 25 agency are part of the Restaurant & Food Producer categories 2018 During Q1-Q3 2018, creative reviews were Restaurants 13 Food Producer 12
Q3 conducted in 9 major sectors - Buffalo Wild Wings Avocados of Mexico 2018 Q1 CKE Restaurants Campbell’s Soup, Chunky – Q3 - Chili's Del Monte Foods
Q1 Dunkin’ Donuts Edible Arrangements OVES - Jimmy John's Godiva Chocolatier Krystal Burger & M Hershey's McCafé Honey Bunches of Oats MOVES Panda Express Jack Link's
ITCHES Papa John’s Nestlé P Papa Murphy’s Philadelphia, Kraft Mac & Cheese
CREATIVE Pizza Hut Weight Watchers frozen Red Lobster foods US REATIVE White Castle Confidential producer
US C FYI… Restaurants and Retailers dominated the categories in 2017
December 2018 CONFIDENTIAL ©2018 12 Combined number of wins by Publicis and Havas 2018
Q3 Publicis Worldwide 7 -
Q1 Aflac Insurance Havas Worldwide 5 – Campbell sauces (Campbell Team dedicated CKE Restaurants
OVES unit) Publicis and Havas Cathay Pacific Edible Arrangements
& M had no recorded losses Coffee-Mate Orbitz/Expedia Nestlé (shared) Rackspace
ITCHES DiGiorno's, Tombstone, Jack’s,
P California Pizza Rite Aid Outdoor Advertising Assoc. America
REATIVE Red Lobster Swarovski US C
December 2018 CONFIDENTIAL ©2018 US independent agencies were selected by advertisers, 29 capturing 40% of the wins Indies winning 1 account
2018 Indies winning 2 or more accounts Argonaut Periscope Q3 - Droga5 Honey Bunches of Oats Intuit, QuickBooks
Q1 Google - Pixel, G Suite Big Spaceship Preacher Austin
– Sony Corporate The Container Store Hershey’s Conill The BAM Connection Kraft: Cheese & Pasta Lowe’s (shared) Yellow Tail OVES United Rentals Endeavor Global The Barbarian Group Badge & Winters Papa John's Pizza essie/L’Oreal & M JCPenney Epsilon The Tombras Group P&G (shared) Olay Sparkling Ice Krystal Burger Terri & Sandy Figliulo & Partners The VIA Agency
ITCHES The Hartford Lowe’s (shared)
P Buffalo Wild Wings Twinings VCCP The Richards Group Mekanism Shell Dish Network (except Sling TV) Papa Murphy’s Advance Auto Parts MMGY Global Virtue
REATIVE Wieden+Kennedy Destination DC Park MGM Bud Light/Budweiser OKRP Wolfgang L.A. Stagwell Converse/Nike Chili's Panda Express US C
December 2018 CONFIDENTIAL ©2018 Comparing Wins by Agency: Q1-Q3 2017 Versus Q1-Q3 2018 2018 Q3 - Q1 VS 2017 Q3 - Q1 – OVES M REATIVE US C December 2018 CONFIDENTIAL ©2018 Comparing Losses by Agency: Q1-Q3 2017 Versus Q1-Q3 2018 2018 Q3 - Q1 VS 2017 Q3 - Q1 – OVES M REATIVE US C December 2018 CONFIDENTIAL ©2018 COMVERGENCE CONTACTS
HQ (PARIS) US (NEW YORK)
OLIVIER GAUTHIER LISA SPIELMAN
FOUNDER, CEO US DIRECTOR +33 610245053 +1 917 854 6241
[email protected] [email protected]
WWW COMVERGENCE NET This material may not be reproduced or distributed . . without written consent from COMvergence December 2018 CONFIDENTIAL ©2018