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COMvergence released its report of the best-performing media agencies through the first half of 2018, revealing Publicis Groupe’s Blue 449 as the top shop in terms of new billings due to its retention of T-Mobile’s offline account, which is estimated to be worth $940 million.
Blue 449 did lose digital planning and buying duties for T-Mobile, which COMvergence placed at $50 million, to GroupM’s Essence.
The report showed Blue 449’s total new business gains (which COMvergence calculated by subtracting account losses from the total of new client wins plus retentions) amounted to $715 million while IPG’s Initiative, rounding out second place on the list, reeled in $462 million.
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