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New business opportunities for U.S. creative agencies accelerated in 2021, as clients held 155 reviews representing $4.8 billion in media spend, compared to 92 reviews in 2020.
Despite the significant increase in reviews, agencies outside of the big six holding companies did not cash in all the new business activity, winning just 42.5% of reviews compared to 56% of the reviews in 2020. Additionally, non-big six agencies scored just 33% of the media spend associated with the 66 clients they won.
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