OMD, Omnicom top COMvergence rankings

Billings covered in the final 2021 report were up 22% Canada-wide from the previous year.
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COMvergence has completed its final report of media billings for 2021, finding that OMD and its parent group Omnicom Media Group led Canadian agencies last year.

OMD had $759 million in billings, coming from 46 clients. That’s up 13.9% from the previous year, and represents 10.3% share of the market. Among OMD’s billings, 50% came from digital work.

Cossette Media was in second with $713 million in billings, up 13% from the previous year and representing 9.7% market share. Digital made up 47% of the agency’s billings.

While Carat was in third with $625 million from 24 clients, it had the fastest growth among top agencies at 34.7%. Digital accounted for 60% of Carat’s billings.

Rounding out the list was UM Canada at $462 million in billings (up 25.2% from the previous year) and Starcom at $412 million (up 20.5%).

COMvergence’s methodology covers clients who spend is over $1 million, covering the country’s top 1,500 advertisers. That resulted in 24 agencies being included in this year’s report, 20 of which are part of a major agency network. Altogether, they represent 84% of all media spending in Canada.

Canada-wide, the agencies covered in COMvergence’s report brought in $5.4 billion in billings, up 22% from 2020. Digital accounted for 55% of that total.

Omnicom Media Group led agency groups with $1.44 billion in billings, up 16.1% from the prior year and representing 19.6% of the market share. IPG Mediabrands had $1.19 billion (up 23.3%, representing 16.1% market share) and GroupM had $1.09 billion (up 23.1%, 14.8% market share).