OMD Australia has been named the number one media agency in the latest RECMA ‘Qualitative Report’ report for the tenth consecutive year.
RECMA is an independent research company who publishes media agency rankings on a global scale. In producing the qualitative report, RECMA measures agency performance in areas such as new business wins, portfolio growth, awards, agency structure and expertise. RECMA has awarded OMD a total score of 23 points in the latest report, with the agency not only at number one but also ranked within the dominant profile.
Within the report, agencies receive a RECMA profile classification ranging from average through to dominant, with OMD being the only Australian media agency to consistently appear in the dominant profile since 2015.
RECMA also places OMD in the top position for ‘Structure’, stating again that “OMD remains out of competitors reach” in that area. RECMA evaluates ‘Structure’ via agency resources and client portfolio.
OMD Australia’s co-CEO, Laura Nice, says; “We are so proud to be ranked the number one media agency by RECMA for the tenth consecutive year, particularly as this achievement recognises the expansive capabilities of our talented people and our longstanding client partnerships. Building sustainable and enduring partnerships with our people and client partners alike is something we pride ourselves on, as is the ability to evolve these over the years to drive growth opportunities for all.”
Sian Whitnall, co-CEO of OMD Australia, adds; “During a particularly turbulent year for all businesses and industries, we are incredibly proud that the journey of evolution we have been on to transform OMD’s business and capabilities is driving significant competitive advantage. We are seeing the full year impact of our agency restructure with bolstered investment strategy and transformation capabilities unlocking new growth potential not only for our client partners, but for our people’s career trajectories also.”
OMD’s continued success has been replicated at a global level. In the latest edition of the highly regarded RECMA Network Diagnostics report, OMD Worldwide has been named the best performing global media network overall, marking the eight consecutive edition in which OMD had topped the report.
In addition to earning the top ranking, OMD Worldwide has widened the gap between its score and the second ranked agency to almost twice the spread between the second and eighth ranked agencies.
Source: RECMA Diagnostics
Noting that OMD is the only agency among the 2021 top five to have increased its quali-share over the three-year period covered in the report – while it’s direct competitors have decreased – RECMA reiterates its declarations from the October 2023 and March 2024 diagnostic reports, saying “OMD has no direct competitor today” among global media agency networks, describing the network as “one strong leader” ahead of the agencies tied for second place and “a tight 7-agency pack.” Continuing that theme, RECMA describes OMD’s latest showing as “confirming its leadership, far ahead of its direct competitors.”
Commenting on another record-breaking showing, OMD Worldwide CEO George Manas says, “We’ve entered a new era of agency/client relationships in which the bar has been raised from transactional to transformational – and by that, I mean we must be partners in accelerating our clients’ business ambitions. As these results demonstrate, OMD – powered by the Omni open operating system and enabled by OMG’s Agency as a Platform model that connects media, content, and commerce – has the talent, tools, and technology to cross this higher bar, collaborating with our clients to co-create solutions that unlock growth and secure lasting competitive advantage.”
The RECMA honours mark the latest in a streak of wins and accolades for OMD over the past year. At the local level, OMD was named Campaign’s Gold Australian Media Agency of the Year, AWARD Awards Media Agency of the Year and UnLtd’s Good Company. Globally, OMD took home Media Network of the Year at Cannes, Campaign’s Global Media Network of the Year, and secured the highest ranking of any individual global media agency network on the Effie Index.
