Publicis merger puts Arge in Spain’s top 10

After its buyout of Arge, Publicis FCB Arge made it into the top 10 ad agencies in Spain in 1992, a year that was highlighted by top-ranked shop Tapsa NW Ayer defending its SEAT car account from a challenge from Tiempo BBDO and Cassedevall Pedreno tripling its income after snaring the grand prize at Cannes.
According to business magazine Anuncios Revista, though its income declined 3.3% to $33.8 million, Tapsa NW Ayer retained its top ranking. McCann-Erickson vaulted into the No. 2 spot from the No. 5 slot with a 23.3% rise in income to $31.7 million in 1992 over 1991. Bassat Ogilvy & Mather retained its No. 3 ranking and showed a 12.3% income increase to $29.4 million in 1992, while Tiempo BBDO, with a slim 1% increase in income, remained fourth. Lintas went from No. 6 to No. 5 on the strength of a 5.3% income gain, while Tandem DDB Needham showed a 10% drop in income in 1992 to $24.0 million, falling from its No. 2 perch to become the sixth largest shop in Spain. J. Walter Thompson, Young & Rubicam and Backer Spielvogel Bates were ranked seventh, eighth and ninth. Publicis, where income jumped 17% over its 1991 level, rounded out the top 10.
Although the ad industry seemed stable last year, appearances proved deceiving as the reality of the recession set in. For the first time, the top 10 shops showed their human condition and recognized the need for job cuts. Some 112–perhaps more–posts were eliminated at the top 10 shops during 1992 and, according to the National Federation of Advertising Firms (FNEP), some 2,374 jobs were lost nationally in 1991 and 1992. Luis Palacio writes about marketing from Madrid.
Copyright Adweek L.P. (1993)