Total billings of the top 100 creative agencies were £5.8 billion in 2012, a 1.72% fall year on year, whilst the top 50 media agencies posted a decrease of 0.97% with combined billings of £7.8 billion.
Abbott Mead Vickers BBDO retained top spot amongst the creatives with a mammoth increase of 22.7% on 2011's success.
| Rank 2012 | Rank 2011 | Agency | Billings 2012 (£m) | Year-on-year % change |
| Top five creative agencies | ||||
|---|---|---|---|---|
| 1 | 1 | Abbott Mead Vickers BBDO | 457.87 | 22.7 |
| 2 | 2 | McCann Erickson | 276.18 | -11.2 |
| 3 | 7 | Bartle Bogle Hegarty | 249.56 | 18.8 |
| 4 | 3 | Rainey Kelly Campbell Roalfe/Y&R | 246.89 | -11.2 |
| 5 | 4 | Adam & Eve/DDB | 219.39 | -16.9 |
Top five media agencies | ||||
| 1 | 1 | MediaCom | 1,141.99 | -9.2 |
| 2 | 2 | Carat | 870.39 | 3.5 |
| 3 | 3 | OMD Group | 813.63 | 5.9 |
| 4 | 4 | Mindshare | 703.45 | -2.2 |
| 5 | 5 | ZenithOptimedia | 697.94 | -2.2 |
| Source: Nielsen | ||||
The fall in total billings has widely been attributed to disconcerting economic factors in the Eurozone as well as the concerns over the United States' fiscal cliff has offset growth in developing markets such as Brazil, China and India, though analysts expect gradual recovery into 2014.
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