Tuesday, October 16, 2007

Billings discrepancy watch: Subaru

Billings figures long ago started to drive me nuts. Where to begin? Is it the fact that creative agencies don't even plan or buy media anymore? Is it that with the 15 percent commission long dead, they haven't been a very good proxy for revenue for more than a decade? Why not just start to size accounts like t-shirts—you know—XS, S, M, L XL? That's why I'm really trying to avoid posting billings figures, unless, we're talking about the money being spent in media on a specific campaign or unless it's to ridicule the whole concept. OK, with that, let's launch the billings discrepancy watch, in which I print the billings figures that other people have attributed to accounts in the news, and you get to pick which one to believe, if any. OK, for Subaru (an account shift that does include creative and media):

1) Advertising Age: $150 million.
2) Adweek: $200 million (Adweek cites a source, Nielsen Monitor-Plus).
3) The New York Times: $150 million.

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