UM Canada tops RECMA’s (Research Company Evaluating the Media Agency Industry) latest qualitative media agency evaluation report for Canada, with Touche, Initiative, OMD and PHD rounding out the list.

Omnicom Media Group (OMG) leads the group ranking with three agencies (Touché!, OMD, and PHD), and IPG Mediabrands with two agencies (UM, Initiative), in the top five.

Repeating its 2022 performance, UM has the highest quali-score of the evaluation with 23 points, once again making it the only agency with a “dominant” profile.

RECMA’s “quali-scores” are based on points awarded for strength in 19 qualitative measures, including new business balance, competitiveness in pitches, leadership stability, client portfolio and expertise in specialized areas like data and technology. A score between 8 and 11 is considered “good” and 12 to 19 is considered “high.” A score of 20 or above is considered “dominant.”

Touché! comes in second with 18 points, and Initiative and OMD tied for third with 17.

Although it didn’t make the top five, Carat garnered the highest new business balance between last year and this year (wins-departures, not including retentions) thanks to the Telus win.

In Canada, RECMA tracked 70 pitches above $1 million from this year, with only nine resulting in retention. The top five included Telus ($166 million), Kimberly-Clark ($36 million), HSBC ($30 million), Uber ($30 million), and LVMH ($27 million).