Methodology

AccountMoves aggregates reported agency appointments and links to the original source. We do not score brands or people. Every figure below is a count or a date from reported moves, and every figure is based on reported moves only: if a change was never reported, it is not here.

Duplicate reports

One appointment is often reported by several outlets, sometimes under a network name (for example Accenture, Accenture Song and Accenture Song Media). Reports of the same brand, compatible discipline and the same agency or network alias within 60 days are merged into one move, with all sources kept. 54 duplicate records are merged this way. Agencies are not merged with their network: sub-brands stay separate unless it is the same appointment.

Agency changes on record (brands)

The number of decided moves since 2016 where a named incumbent agency was replaced, each linked to its source. It includes changes forced by the agency side, such as resignations or closures, so read the source before drawing conclusions.

Tenure on record (brands)

The median length of the brand's ended agency relationships, shown only when at least 2 have ended. Relationships shorter than 0.1 years are left out as reporting artefacts. A relationship ends only when the next appointment is reported.

Last review on record and marketing lead since

The date of the most recent reported move for the brand, and the recorded start date of the current marketing lead with its source. Start dates are often the date a person was first named in the trade press, not their actual start.

Review watch

Government marketing, creative and media contracts with their term, options and incumbent, from AusTender, state buying portals and announcements. The review dates shown there are our estimates from term ends and options, not announced reviews. See Review watch.

Wins and losses on record

A win is an appointment that replaces another agency or is new business. A loss is when the incumbent is replaced. Retentions are counted separately. Years with fewer than 100 reported moves are marked partial.

Worked together again and repeat pairings

"Worked together again" means an agency is credited at a marketer's earlier brand and later at their next brand. It records that the work happened twice, not why. Repeat pairings count separate occasions: articles within 14 days of each other count as one.

Clichés and reasons cited

Theme and cliché tags are applied by AccountMoves to our own paraphrases of quotes, not to verbatim words. Agencies need at least 3 quotes to appear in the cliché ranking.

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