Zenith tops RECMA competitiveness survey

The media co came out on top in the yearly review, which covers winning or retaining accounts after key pitches.

ZenithOptimedia came out on top in the recent RECMA Compitches Canadian report for 2010.

The Toronto-based Canadian division of the Publicis Groupe-owned agency scored an A+ in the report, which evaluates media agencies based on their success in pitching. Major account wins for ZenithOptimedia in 2010 included the Ontario Government, Geox, Tavelocity, Sanofi, Loblaw and Aviva. In 2009 – the most recent RECMA report available – Zenith had $472 million in overall Canadian billings, according to the measurement company.

In second places was Cossette, which scored an A for its pitching acumen in 2010, winning accounts such as Telus and Aeroplan last year, while its new standalone media agency, Jungle Media, won the Ikea account in Canada. RECMA’s figures peg Cossette’s 2009 billings at $626 million.

In order to be considered in the RECMA study, the key contenders in the pitch need to be identified and the estimated budget needs to be greater than $5 million for Canada. The balance of departures vs. wins leads to a grade for each agency of C to A+.

The remaining companies were scored but not disclosed publically. However, the company did reveal that four agencies earned ‘B+’ grades, four ‘B’s, one ‘C+’ and three ‘C’ grades.

Full listings in the Compitches report for 2010 are available to RECMA members.