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AMV Tops Campaign League

AMV Tops Campaign League

Abbott Mead Vickers BBDO has risen to the top of the Campaign Top 300 Agencies league with ACN MEAL billings of £306.81 million in 1996, a 24.29% increase on 1995’s figure of £246.85m.

Saatchi and Saatchi (excluding K Advertising and Team Saatchi) dropped from its top spot last year to 5th, with billings of £224.34m. This is a year on year drop of 13.78%. M&C Saatchi experienced a meteoric rise during the year, with billings increasing 165.92% to £174.95m, bringing it from 20th position to 8th.

Bartle Bogle Hegarty suffered the worst during the year, with a 28.25% drop in billings to £87.58m. This meant it fell from 15th to 20th position. GGT fell from 19th to 22nd, with a drop in billings of 11.16% to £62.98m.

Top 10 Agencies

Rank ’96 Rank ’95 Agency ACN MEAL billings 1996 (£m) ACN MEAL billings 1995 (£m) % Ch
1 4 AMV BBDO 306.81 246.85 24.29
2 2 JWT 278.15 258.64 7.54
3 3 O&M 254.63 255.30 -0.26
4 5 BMP DDB 237.00 227.80 4.04
5 1 Saatchi & Saatchi 224.34 260.20 -13.78
6 6 DMB&B 186.86 201.09 -7.08
7 12 Publicis 186.46 144.22 29.29
8 20 M&C Saatchi 174.95 65.79 165.92
9 7 Lowe Howard Spink 169.54 180.07 -5.85
10 8 Bates Dorland 168.38 176.77 -4.75

In the Top 50 Media Specialists league Zenith Media retained its top position, though billings fell 6.27% to £554.29m. New outfits Mediapolis and New PHD both made it into the top ten with billings of £233.03m and £227.66m respectively. Frontline Media increased its billings by 129.97% to £22.4m, bringing it to 43rd position, while Universal went up to 25th place with an increase of 99.66% to £63.45m. Saatchi & Saatchi had the largest drop with billings falling 22.82% to £49.11m.

Top 10 Media Specialists

Rank ’96 Rank ’95 Agency ACN MEAL billings 1996 (£m) ACN MEAL billings 1995 (£m) % Ch
1 1 Zenith Media 554.29 591.38 -6.27
2 2 TMD Carat 400.66 386.05 3.78
3 4 The Media Centre 357.69 277.28 29
4 3 BMP DDB 311.07 290.54 7.07
5 n/a Mediapolis 233.03 n/a n/a
6 6 CIA Medianetwork UK 230.36 239.15 -3.68
7 n/a New PHD 227.66 n/a n/a
8 5 Initiative Media 226.94 253.77 -10.57
9 9 Universal McCann 220.78 189.85 16.29
10 8 The Network 211.15 209.57 0.75

Source: Campaign

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