In the year 2022 the estimated global investment that has moved in new business in creative agencies in our market it has been 732.4 million euros. This amount represents an increase of 23% compared to 2021, when the activity was estimated at 595.5 million euros.
The creative agencies with the highest volume of new business in 2022
- Independent agencies. The sum of new business assigned to independent agencies has accounted for 40.6% of the total new business generated, which places them in first position, while international groups share the remaining 59.4%. The assignments of various campaigns from El Corte Inglés to CHINA, part of LLYC, stand out.
- Publicis. It is the international group that has achieved the highest volume of new business in 2022, with 19.4%. The most important movement in the group has been the reassignment of the Renault account to the Publicis group.
- WPP. The third position is occupied by the WPP group, with 14.4% of the new business. The most important movement is the assignment of Telefónica Movistar to the Wunderman Thompson agency.
- omnicom. It occupies the fourth position with 9.7% of the new business generated in 2022. The assignment of Mercedes to BBDO stands out, which it will manage under an ad hoc team called TeamX.
- Havas. It occupies the fifth position with 6.8% of the new business. The most important movement in the group has been the new reassignment of the Reckitt account to the Havas agency.
- IPG. The sixth position, with 5.9%, is occupied by the IPG group, highlighting the reassignment of the Mapfre account to the McCann agency.
- Dentsu. It closes the ranking with 2.7% of the new business in 2022. Mention the full allocation of the Orange account to Comunica+A, current Dentsu Creative.
