Publicis Groupe and Havas post year-on-year growth.
Creative accounts dominated the new-business landscape in November, with billings more than double that of media.
Global new-business billings reached $3.4 billion, with creative activity accounting for more than two-thirds ($2.4 million) of this, while media totalled $1.1 million.
Creative was also more active in terms of account moves. Of the 457 reviews in November, 324 were on the creative side–almost three times more than media at 133, according to Campaign’s Advertising Intelligence tool.
Publicis Groupe’s Saatchi & Saatchi X picked up the largest account in November, worth $358.7 million in billings. The shop took over US creative duties for a UK pharmaceuticals client.
Up second was a win for sister agency Leo Burnett, which was appointed to the creative account of a US retailer worth $205 million in billings.
The two businesses collectively contributed to a quarter (24%) of creative billings and 16% of total billings in November, data from R3 and Campaign shows.
Meanwhile, Havas picked up Pfizer in the US for $50 million and bourbon brand Jim Beam moved its $50 million global account to Leo Burnett from Adam & Eve/DDB.
Year-on-year figures show creative new business was slightly more active in November 2021, with billings of $2.9 million from 325 accounts, meaning November 2022’s $2.4 million is 18% lower.
On the media side, retailer AS Watson was the largest account move. Publicis’ Zenith picked up the $88.4 million task in Poland from Interpublic’s Initiative.
Meanwhile, UK insurance company Direct Line Group moved its planning and buying business, worth $87.8 million in billings, from WPP’s Mediacom to Dentsu’s Carat.
Havas Media retained utility company EDF in France for $77 million and picked up MSC Cruises in the US for $55 million.
As for year-on-year comparisons, media billings were five times higher in November 2021, going from $5.5 million to $1.1 million in November 2022. Although the gap is vast, November 2021 had only 49 more account moves than the same period in 2022, indicating that reviews were of a higher value a year earlier.
Two of “big six” show growth
Looking at the “big six” holding companies, Publicis and Havas were the only two to see year-on-year growth in billings.
Publicis came out on top, with billings of $1.6 billion in November, accounting for 46% of total billings for the month. New business was a lot more active than a year earlier, when billings stood at $428.8 million.
WPP came second with $688.6 million in billings from 213 account moves, representing a fifth of total global billings in November. November 2021, however, was much stronger, with billings eight times higher at $5.5 billion.
Grey won the biggest account for WPP; it picked up creative duties in the US for gaming platform Activision Blizzard worth $38 million in billings.
Havas billings reached $504.8 million in November from 46 briefs, accounting for 15% of total billings for the month. This represented an increase of 66% from billings of $303.4 million in November 2021.