RECMA releases its latest Canadian report

Media agencies get assessed on their ability to win and maintain new business.

RECMA has released its newest Qualitative Evaluation Canada report, ranking Touche as its top media agency in the country.

The report rates agencies on 18 measures that assess their ability to win and sustain business, and diversify services. Using data recorded from 2015 to the end of 2017, RECMA graded agencies’ competitive pitches, the number of high-spending accounts they hold, award wins and c-suite stability, among other measures.

The result is a “quali-score” that broadly rates media agencies’ “vitality” and “structure.”

Despite a comparatively low structure score (4), Touche topped the Canadian quali-scores with 17. Its affiliated agency PHD (both shops are part of the Omnicom holding company), ranked second with a score of 16.

The newly formed WPP-agency Wavemaker tied for the third-place spot with Dentsu Aegis’ Carat at 15, while WPP’s Mindshare and m/Six round out the top-five listing at 13 points.

In assessing overall holding company networks in Canada, RECMA put Omnicom at the top of its ranking, followed by GroupM and Mbrands.