Medium & Message
April 24, 2024 – 5:26 p.m.
(Credit: Adobe Stock)
A MediabrandsInterpublic Groupe’s media buying operation, took the lead in the Cenp-Meios ranking that lists the agencies that bought the most media in the previous year.
In 2023, the base year for preparing the ranking, Cenp-Meios integrated the information collected from the agencies Mediabrands and Mullen Lowe, which until the previous year’s ranking appeared separately.
Now the values transferred by the two companies appear only as Mediabrands, in the first position in the ranking.
Cenp-Meios points to growth of 10.4% in the market in 2023
This year’s edition of Cenp-Meios media investment measured a total contribution of R$ 23.4 billion, made over the last year, by the 336 agencies that make up the most recent Cenp-Meios Panel.
The Cenp-Meios ranking brings together the agencies that authorized their entry on the list. The information reaches the Cenp system directly from the insertion requests actually executed by the participating agencies, on behalf of their advertiser clients.
The champion agencies in media buying
Mediabrands takes first place in the media buying ranking after appearing in 11th position in the 2022 ranking. Last year, Mullen Lowe, which still appeared separately in the ranking, was in 17th position.
Second in the ranking was BETC Havas, which led last year’s Cenp-Meios ranking. Third place went to Artplan, which had achieved fifth place in the previous year’s ranking.
See below the ranking of the largest agencies in media buying, according to Cenp-Meios.
