McCann, MPG among top agencies in Spain

30 July 2010

MADRID: McCann Erickson and MPG are among the leading agencies in Spain in terms of the budgets they control, according to a new report.

InfoAdex, the research firm, has published a ranking of the main players in the country's ad industry on this measure.

For creative shops, it assessed 47 networks which managed 2,932 brands on behalf of 956 clients.

The collective expenditure of the featured products stood at €2.7bn, 52.8% of all advertising revenues in 2009.

McCann Erikson led the way in this sector on €302m, ahead of Bassat, Ogilvy & Mather on €285m, DDB on €232m, Grey on €227m and Euro RSCG on €216m.

With regard to media planning and buying, 22 networks were analysed, handling 5,536 brands for 1,738 companies.

The combined outlay attributable to these agencies came in at €3.6bn, or 70% of the potential total.

MPG topped this list on €725m, followed by Optimedia on €443m, OMD on €333m, Zenith Media on €297m and Mediacom Iberia on €268m.

The study covered all the primary traditional channels as well as the internet, but did not include alternative mediums, costs linked to research or production, agency fees or other similar figures.

Data sourced from Cine y Tele; additional content by Warc staff