COMvergence ranks dentsu X as top media agency

Independent research firm COMvergence has recognised dentsu X India and Mindshare as the top two media agencies as part of its New Business Barometer 2018 report.

The report evaluated the momentum forward, measuring 20 media agencies on major media account moves, retentions and new assignments from existing clients. During 2018, there were 170 pitches, and 82% of assessed media pitches and moves are related to local reviews.

In total, the value of new businesses including retentions was $1.15 billion and dentsu X India got $330 million out of this. Mindshare is in the second spot with $251 million. Interpublic Group-owned Initiative is at the third spot with $155 million.

dentsu X India said that it won 10 major media pitches and retained 11 pitches. dentsu X claims that the one distinct stand-out for it compared to all other agencies, is that while new large marquee clients have increasingly reposed their business with dentsu X, it has in parallel retained, gained from all its current business.

dentsu X CEO Divya Karani commented, “Yes, we are on a roll. Of course, this seemingly easy momentum is the culmination of extensive hard work, but we are having an absolute blast. dentsu X is an energised, happy team, contributing at the highest levels individually and collectively, on our clients’ business. Our clients see the value we bring to the table and are happy with us. And happy clients make for happy business!”