FMCG remains by far the top sector for most agency new business globally in August, but data from ±±¾©Èü³µpk10’s tool shows that the next two categories have changed position since July.
August billings in FMCG reached $4.3bn, thanks to Unilever’s review. This is the biggest account move of the year so far, with the brand allocating $3bn to WPP’s Mindshare.
The next two sectors – government and media & entertainment – have shot up, seeing billings reach $431.5m and $369.3m respectively, though both still lag behind FMCG.
August was by far the strongest month for government in 2021 and surpassed February, when billings reached $190.2m.
Comparing these figures with August 2020, government has seen a 390% increase from $88.1m and media & entertainment a 55% rise from $238m.
Most of August’s activity in government was led by media reviews – billings leapt to $406.3m from $4.9m in July. That said, this sector represented only 8% of all media billings in August.
OMD accounted for the bulk of August’s media billings after it landed a place on the UK government’s new communications roster, valued at $350m.
Publicis snags fitness franchise
The media & entertainment sector also grew as a result of media reviews in August, with total billings jumping from $95.5m in July to $278m. This sector accounted for just 5% of overall media billings in August.
By region, the US dominated due to its higher-value account moves. The country represented nearly 90% ($250m) of all new-business billings in media & entertainment in August.
It follows the Planet Fitness pitch in which the $200m business was won by Publicis Groupe. The company set up a new unit, called Team Lift, to handle the brand’s marketing strategy, data and analytics, media planning and buying, creative and brand partnerships.
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