According to COMvergence’s recently released New Business Barometer FY 2023 report, OMG MENA had a clean sweep at the top of the group and agency rankings for both the GCC and Egypt last year.
Its network OMD achieved a similar feat, winning more new budgets (with or without account retentions) than any of its competitors in both geographies.
In FY23, OMG’s agencies won 22 new clients and retained six in the GCC, giving the holding a clear lead on the first runner-up. The impressive new business performance saw OMG place all three of its agencies in the top 5, with OMD as #1 agency, Hearts & Science #2 and PHD #5.
Among the account gains that contributed the most to this achievement are DET, RAK Authority, JLR, Diriyah Gate Company, Mobily and HSBC.
An equally strong result in Egypt placed both OMG and OMD on top of their respective ranking, with the group winning eight new clients and retaining three.
In fact, OMD won twice as much new business as the first runner-up. This is the first time Egypt is split out and reported separately. Among OMG’s 11 wins and retentions, Madinet Masr and Beko feature prominently.
To establish its ranking, the Paris-based consultancy reviewed and assessed 99 pitches and account movements in the GCC and 28 in Egypt.
“The new business performance metric is crucial as it is about clients choosing their future agency among a competitive set using technical and commercial criteria. Topping this ranking means we are consistently providing the best product, strategy and value with the industry’s top talent. Our retention rate of 81%, the highest among the Big 6 groups, is also a powerful endorsement from our existing clients and a strong reference for future ones,” commented Elda Choucair, CEO of Omnicom Media Group MENA.
“I couldn’t be prouder of everyone connected to these gains and retentions, near or far. Everyone matters because pitches are increasingly driven by the integration of all disciplines to address clients’ most complex issues.”
