The market leader has changed the largest media agencies – RBC

Advertising metro station in Moscow

Photo: Nikolay Galkin / TASS

On the Russian market medaagentstv the first time in three years, he was replaced by the leader. They became OMD Optimum Media Agency, whose turnover exceeded 17 billion rubles.

media agency OMD Optimum Media was the largest in Russia in 2015. This is stated in Adindex rating, which publishes “Kommersant».

The company’s turnover amounted to 17.07 billion rubles., Its major customers include Henkel, McDonald`s and PepsiCo. At the same time Henkel, PepsiCo, and of Renault, which uses the services of the agency, in the past year have cut spending on advertising – 32%, 27% and 14%, respectively. However, this decline offset rising costs of other advertisers (all at OMD Optimum Media 62 client).

This year, the agency replaced the first place Starcom (16.79 billion rubles.), Who held the top ranking spot in 2012 of the year. Services of this company are only 16 customers, the key of which is the Procter & amp;. Gamble, reduce advertising activity by 12%

The third place went to Media Instinct agency with a turnover of 14.36 billion rubles. Its main partners are also reduced activity in the advertising market: Mitsubishi Motors – 37%, and Ferrero – by 17%. This is partly offset by the growth of the budgets of the manufacturer of sauces H.J. By Heinz (12%) and the pharmaceutical company “Materia Medica” (25%).

Rating AdIndex, as reported on the project site, is derived from the rating of the largest advertisers, which, in turn, is based on TNS Russia data research companies and “Espar-Analytic”. It up to 2015 headed the Procter & amp; Gamble (4,6 bln.). The second line took the mobile operator MTS (4,4 bln.), And the third – The pharmaceutical company Novartis (4,37 billion rubles.).