Recma 2019: Carat and OMD on the Italian podium behind Wavemaker

Carat tick it up Omd in a head to head behind the leader Wavemaker; Mindshare approaches Zenith, while Initiative registers the highest year-on-year growth with + 32%.

These are the main evidences of the report Global Activity Volume di Recma relative to Italy and just published on the basis of the 2019 data. The Global Activity Report is the quantitative analysis of the French institute, which classifies the media centers on the basis of the advertising budgets managed on behalf of customers, both for the purchase and the planning of advertising campaigns in the media, both for different services often paid separately.

(in the photo above, the detail of the “top5” compiled for the Italian market)

At the group level, GroupM’s leadership is confirmed with a market share of 35.8% and an estimate of the “overall activity” of 3.275 billion euros, while Dentsu Aegis Network is on the second step of the podium, followed by Omnicom. Ipg Mediabrands shows the highest growth rate at the group level.

Below is a summary table: