UM is once again in the top spot among Canadian agencies in the latest RECMA report.

RECMA’s twice-annual Diagnostics reports aim to provide a picture of the performance and long-term health of media agencies, based on scores coming from two categories. Vitality is focused on business, evaluating things like competitiveness in pitches over the last three years, balance of new business, client portfolio growth and awards. The other category is Structure, focused on internal factors such as staff in specialized roles like data, digital and content, as well as the stability of client relationships.

UM Canada had a total score 22, leading Canadian agencies. It had a Vitality score of 12, with A and A+ grades in pitch competitiveness over the last three years, sizeable new business balance over the last year and far above average performance in pitch participation and awards. The agency’s Structure score was 10, with above-average rankings on nearly all factors, with particularly strong rankings for the number of digital and data experts on staff.

Shelley Smit, CEO, UM Canada, says, “We are so proud of our consistently strong performance in Canada, driven by the commitment of our passionate teams to be true partners to our clients in futureproofing their businesses and delivering sustainable growth.”

OMD came in second place with 18 points, made up of seven points in Vitality and a Canada-leading 11 points in Structure. The agency received particularly high marks for the number of digital and content experts on staff, as well as the number of big advertisers in its portfolio and the length of its client relationships.

Initiative and Touche! were tied for third at 17 points. Initiative was ranked highly for pitch competitiveness (especially in the last year), as well as its team of content experts and ability to collaborate with international offices. Touche! received high marks for pitch competitiveness in the last year, awards won and its content capabilities.

Rounding out the list were PHD and Wavemaker, tied for fourth. PHD was ranked highly for its awards, content capabilities and stability of client relationships, while Wavemaker had the best balance of new business among Canadian agencies this year through wins of Audible, Sun Life, and Corby Spirit & Wine.