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Mindshare Asia Pacific ranked No. 1 in Recma Qualitative Rankings
MUMBAI: Mindshare, the global media agency network that is part of WPP, has been ranked the number one media agency in Asia Pacific based on RECMA’s independently published qualitative network rankings.
Recma uses between 16-19 different measurement criteria to evaluate the health of agencies from new business competitiveness to award-winning work to share of diversified billings and number of diversified services staff.
With 569 points the agency became number one with a 12.9 per cent qualitative share unsettling the previous number one. Mindshare was already number one in Asia Pacific from a quantitative standpoint, as per the Recma overall activity volume rankings published in June 2016 with an overall market share of 18.3 per cent (a more than six per cent gap versus the number two).
The agency’s China office scored 24 points (with a 6 point gap vs. the #2), which is the highest globally and Mindshare China is one of only two global agency offices in the RECMA rankings to get this score. In addition, the agency is the only agency ranked as “Dominant” in the highly competitive India and China rankings. In the highly competitive sub-region of South East Asia also Mindshare ranked #1 on qualitative share with 165 points translating into a 14.2% qualitative share. Mindshare’s Indonesia and Vietnam offices also scored #1 rankings in both markets.
“It is an enormous testament to the strength of the Mindshare network in Asia Pacific to not just be #1 on size but also qualitative rankings in so many countries across the region. The agency’s focus on adaptive marketing which is our unique approach to real-time communications, powered by our 10 differentiators, has really seen us move upstream with clients in areas like content, performance marketing, data, and analytics. And the results are showing from rankings to awards to new business,” said Mindshare chairman, CEO AMEA, Russia/CIS Ashutosh Srivastava.
The agency said that it has had an exceptional year, becoming the most awarded agency in Asia Pacific most recently winning Campaign Asia Pacific Media Network of the Year, the Asia Pacific Agency Network of the Year in Mobile at MMA SMARTIES™ APAC, and winning Agency Network of the Year at the Festival of Media Asia earlier in the Year.
The work created by its “Dominant” profile offices has also received exceptional global and regional recognition. In 2016, Mindshare India became the first media agency in the world to win a Glass Grand Prix at Cannes, with Mindshare India’s “6-Pack Band” campaign for Unilever’s Brooke Bond Tea. And Mindshare China received one of only 2 Platinum awards given at the Asian Marketing Effectiveness & Strategies awards for its “Beyond Number One” campaign for KFC.
In addition to awards, the agency said that it has had exceptional new business success winning over 120 significant new business assignments in 2016.