In 2013, the WPP-owned shop secured 54 new clients and only lost one, leaving it with a net balance of 53 new pieces of business. Media-Com was well ahead of the second-placed media agency, Carat, which won 26 accounts and lost one.
OMD Group landed third position, winning 30 clients and losing eight.
In the digital sector, SapientNitro and DigitasLBi had a net balance of 15 new pieces of business – DigitasLBi won 16 but lost one. AKQA landed 14 new clients and retained all of its accounts.
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Meanwhile, OgilvyOne was crowned the best-performing customer engagement agency, with 16 wins and no losses. Geometry Global UK and Lida landed 11 and eight new clients respectively.
Angus Crowther, a managing partner at Oystercatchers, said the findings tallied with his own experience of working with agencies in pitches.
He said: "OgilvyOne can be relied upon for an extraordinary pitch. The agency has an almost psychopathic desire to get itself across the line. Its ability to listen to what a client really needs is extraordinary."
Among the digital specialists, Crowther said he saw a divide between agencies focused on digital communication and those that could provide digital transformation within a business. SapientNitro, DigitasLBi and AKQA are in the latter group.
In media, the sheer size of MediaCom undoubtedly plays a big part in its success.
"MediaCom is seriously impressive. It is the biggest and has massive scale. Its buying ability is well-known," Crowther said.
The average number of new accounts per agency in 2013 was six in the ad sector, 11 in media, eight in digital and five in customer engagement.
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