The bi-annual qualitative report from RECMA, which provides a comprehensive assessment of the performance and long-term health of media agencies, has recently been released.
At a group level, MCN’s media agencies have retained their no. 1 ranking for the 4th consecutive year by RECMA. The report, which reviews 16 agency networks in the Middle East, recognized only 3 Dominant profiles across all media agencies, two of which were MCN’s UM and Initiative. The ranking sees UM retain the number 1 spot for the 7th consecutive year and Initiative ranked no. 2 both with ‘Dominant profiles’ and Magna no. 4 with a ‘High profile’.
The report assesses agencies in two primary categories: Vitality, which reflects the dynamism of an agency, and Structure, which evaluates its resources and client portfolio. It assesses factors including new business endeavors, client portfolio growth, pitch participation, recognition through awards, leadership changes stability, resources in terms of headcount in non-traditional activities, including international coordination, exposure to its top 3 clients and its client portfolio, encompassing its number of big and local clients as well as the loyalty with its top 10 clients.
Commenting on the recognition Ghassan Harfouche, CEO of MCN said: “We are honored to be ranked at the top again for the performance of our media agencies and their respective partnerships with our clients. This recognition is thanks to our clients and teams and their relentless focus on building enduring brands together and delivering impactful business results.”
Over the last year, UM, Initiative and Magna have garnered multiple accolades, including UM honored Agency of the Year at both MENA Smarties and Campaign ME Agency of the Year Awards; Initiative recognized last month as Media network of the Year at the Dubai Lynx awards and Magna, which has achieved consistent recognition in significant Digital and Performance awards.
