KUALA LUMPUR: IPG Mediabrands has maintained its position as the leading media network in media research company Recma’s latest qualitative evaluation for Malaysia.
Agency group IPG Mediabrands led the evaluation with a total of 38 points, four points ahead of the next closest network.
Media agency Initiative (including BPN) ranked at the top spot with 22 points, assessed with a “Dominant Profile” for seven reports in a row, and Universal McCann (UM) ranked number three with 16 points, assessed with a “High Profile”.
Bala Pomaleh, chief executive officer of IPG Mediabrands Malaysia, said: “The industry has faced significant challenges this year, pushing both brands and agencies to navigate competing forces with resilience and determination. Through these turbulent times, we have remained committed to prioritising stability, nurturing new capabilities, and fostering excellence within our teams.
“This Recma ranking is a testament to the effectiveness of these efforts, highlighting the strength of our internal culture and processes.
“These foundations for almost a decade have enabled our agencies to dominate the rankings and thrive while leading business innovation in an ever-evolving landscape. This achievement is a tribute to our talented people, whose dedication and collaborative spirit have consistently driven success for both our clients and organisation.”
The agency rankings were based on 18 criteria, with the qualitative scores tabulated to give a profile ranging across the following levels: dominant, high, very good, good, average and emerging.
This edition of the qualitative evaluation featured 16 agencies in Malaysia and serves as a key tool to assess competition on a local basis.
Recma is an independent media research company that publishes a range of media agency notation reports on a global scale.
