DDB group leads Philippines’ new ad biz acquisitions

MANILA, Philippines—Which ad agency leads in new business acquisitions and revenues toward the end of 2011?

R3, a global consultancy firm on marketing efficiency and effectiveness, released its 11th month report for year 2011 and showed DDB on top of the list with a $2.59 million gain, roughly P114 million pesos for November alone.

R3 does independent research on media auditing and marketing impact focusing on insights and analysis.

It is Asia’s largest marketing consultancy firm, which merged with Grupo Consultores, Europe’s biggest, in 2004.

R3’s CBL [Creative New Business League] for the Philippines also showed DDB ranking No. 1 last October in terms of new business, reporting it acquired Barrio Fiesta, Huawei Technologies and Amscor.

The group, which tallies a monthly report on Philippine ad agencies’ new biz wins, as well as in other countries in Asia-Pacific, lists blue chip accounts worldwide as among its clients: Johnson & Johnson, Samsung, Singapore Airlines, Microsoft, SingTel, Visa, Coca Cola, among others.

“We expect to remain on top even when the full 12-month tally for 2011 is completed,” says Ma. Teresa Almazora, the agency’s corporate communications officer. “The volume would come from other surprise packages that greeted us towards the end of the year,” she says.

Over the last 10 years, the agency has handled Smart Telecom and PepsiCo, counting Petron, Unilab, East-West Bank and Meralco as one of its most recent business acquisitions.

The agency’s media arm OMD (Omnicom Media) also topped the list in Media New Business League for November, hitting $1.51 million for the same period.

OMD has over 8,000 employees in more than 100 markets across every region in the world, uniquely positioned to provide market-leading service to clients locally, regionally and globally.

R3’s methodology for NBL [New Business League] is a compilation of the most recent data supplied by 26 multinational ad agencies on a monthly basis. The report is balanced against client estimates, Nielsen ADEX (advertising expenditure), discounted to appropriate levels and then converted to revenue estimates.

DDB Philippines is part of the DDB Worldwide Group, one of the world’s most creative and effective ad agency networks under Omnicom, which also groups two other iconic agencies: BBDO and TBWA.