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RECMA U DOMESTIC REPORT GERMANY Franceline, 23 rd of October 2007
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1. 1. List of media agencies: Networks WPP / GroupM MediaCom (Düsseldorf / Berlin / Hamburg / München) Mediaedge:cia (Düsseldorf / Frankfurt am Main / Hamburg / München) MindShare incl. Maxus (Frankfurt am Main / Düsseldorf) ------------------------------------------------------------------------------------- Publicis Groupe Media, buying group: Medialogics TkmStarcom (Düsseldorf / Frankfurt am Main) ZenithOptimedia incl. Zenithmedia and Optimedia (Düsseldorf / Frankfurt am Main / Hamburg / München) ------------------------------------------------------------------------------------- Omnicom Media Group, buying group: OPera OMD (MEDIA TEAM OMD and OMD in Düsseldorf / OMD in Berlin / GFMO OMD in Hamburg / Heye Media OMD in München) PHD launched in July 2006 (Frankfurt am Main / Stuttgart) ------------------------------------------------------------------------------------- Interpublic, buying group: MagnaGlobalMediaplus Initiative incl. Creative media services (ex Brand Connection) (Hamburg) Universal McCann (Frankfurt am Main / Düsseldorf / Hamburg / Nürnberg) ------------------------------------------------------------------------------------- Aegis Media Carat (Wiesbaden / Berlin / Düsseldorf / Frankfurt am Main / Hamburg / München ) Vizeum incl. HMS and Dr. Pichutta agency (Wiesbaden) ------------------------------------------------------------------------------------- Havas Media MPG (Frankfurt am Main) Hamburg Berlin München Stuttgart Frankfurt/M. Wiesbaden Nürnberg Düsseldorf
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1. 2. List of media agencies: Independents Major independents S&J Media (Initiative 33%) (Hamburg) Mediaplus (Serviceplan Group / buying group: MagnaGlobalMediaplus ) (München / Hamburg) Pilot Media (Pilot Group) (Hamburg / München) Crossmedia (Düsseldorf / Hamburg) ---------------------------- Small local players JOM Jäschke Operational Media (Hamburg) DIEMEDIAFABRIK (Berlin) Moccamedia (Trier) Selektiv Media (Frankfurt am Main) Hamburg Berlin München Frankfurt/M. Düsseldorf Trier
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2.1. Market share Market share held by the networks: WPP/GroupM: 24.1% Aegis Media: 12.9% Omnicom Media Group: 8.9% Publicis Groupe Media: 8.6% Interpublic: 5.7% Havas Media: 1.3% Total Networks: 61.5% Identified independents: 5.6% Independents / In-house total: 38.5% TOTAL GERMAN MARKET incl. direct mail: 23 508€m
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2.2. Growth rate Total market in Germany (traditional media incl. direct mail : 2005: 21 593 €m 2006: 23 508 €m +9% growth over 2006 ZO advertising expenditures forecasts: 1.8% projected growth in 2007
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3.1. Cartography 2004-2006 Major account moves 2006: Storck 70€m Carat to MediaCom (July 06) Danone >€140m Carat to MediaCom (Oct 06) Quelle >€20m MediaCom to Carat (Sep 06) (lost tradi. media, direct mail still MediaCom) Fiat/Lancia (retained Alfa and Fiat Transporter about 20€m) >€40m Starcom to Carat (decision Feb 06, effective Apr 06) PSA (buying, handled by 2MV) >€90m 2MV (Mediaedge:cia and MPG) to OMD (Oct 06) – no review Daimler Chrysler (Mercedes Benz) (plan) (d)>€50m PHD from S&J Media (June 06) (extension) Henkel and Schwarzkopf >€80m from Carat, partly retained and handled together by Mediaedge:cia with OMD (Apr 06) Schlecker Anton GmbH (TV buy only) >€45m (July 06) Mediaplus from in-house
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3.2. Major account moves 2007 Bundespresseamt Berlin (18€m) from DieMediaFabrik to Carat (10€m) (with MediaCom (8€m) responsible for coordinating rebates within the client's structure) (Jan 2007) Dekabank (20€m) from Mediaedge:cia to Universal McCann (Jan 2007) Glaxo Smith Kline (80€m) from Carat to MediaCom (Carat retained 1-2% of the account) (June 2007) Versatel (15€m) from Starcom to Initiative (Feb 2007) Apotheker Walter Bouhon (15€m) from Vizeum to Mediaplus (Jan 2007)
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3.3. Diversified Services
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4.1. You said transparency of the market? Alexander Ruzicka, ex-CEO Aegis Media Germany
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4.2. Degree of maturity of the market Not very transparent market - discounts not given back to clients Monopolistic situation of TV shared between RTL Group and ProSiebenSAT.1 Media (ex SevenOne Group); special deals with agencies Well developped Diversified Services id. as in UK Concerning pitches: No link to creative agencies Pitches controlled by media consultants Stable number of pitches Planning assignments especially for big accounts: Apollinaris: Carat B and Crossmedia P (2005 and 2006) Hornbach: Carat B and Crossmedia P P&G: TKM Starcom (P 40%); MediaCom (B + part of P) Coca Cola: Carat (S & P); MediaCom (B)
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