OMD tops RECMA report again

The Omnicom agency held a strong share, but its growth rate slowed, according to the report.
CarpathianPrince /

Canada’s overall ad spend grew modestly in 2017, according to the latest RECMA Overall Activity Volume report.

The report, based on both traditional and non-traditional transactions, found that Canada’s overall media buying activity came to $8.87 billion for the year, up 3.5% from 2016.

Once again, OMD took the top buying spot with an 11.3% industry share. Although its share rose from 9.4% last year, the rate of its growth slowed, down 5% year-over-year according to RECMA.

Coming in second place was Carat, with a 10.2% industry share. Carat’s growth rate did increase year-over-year, at 4%. Mindshare held the third spot at a 9% industry share, although its growth rate was down 9%, which RECMA attributed to its loss of Tim Hortons’ business in late 2016. UM, on the other hand, benefited from the Tim Hortons win. Its share grew to 8.5% and saw a 12% increase in its growth rate, largely due to the Tim’s win. That also pulled it up one spot from the previous year for share.

Wavemaker came in at #5 with an 8.1% industry share and a 3% increase in growth rate year-over-year.

The top-five was pointedly similar to last year’s, with the exception of UM, with its Tim Hortons-fueled growth. Additionally, although Touché did not make the top five, it rose up to #6 from #8 last year, thanks to the winning of Volkswagen’s business, as well as other local accounts such as Agropur, H&R Block and more.


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