Powermedia, the purchasing centre that includes the agencies Carat, Nova Expressão, Media Gate and comOn, closed its 2022 accounts with turnover in the region of 108 million euros. A figure that, according to the centre chaired by Pedro Teles Baltazar, representing Nova Expressão, represents “a new revenue record”.
“Powermedia achieved its best result ever in 2022, with turnover of 108.5 million euros, doubling its turnover in five years (2018-2022) and achieving growth above that of the market,” the purchasing centre states. According to the results now released, Powermedia will have grown by 38% compared with 2019, the last pre-pandemic year, while the market grew by 4% over the same period.
These results “reflect the rigour and demands of the media agencies that make up Powermedia, as well as the synergies obtained with national media groups, while reinforcing its positioning in the sector in terms of credibility, transparency and sustainability”, says the purchasing centre, which also has André Freire de Andrade as a director, representing Carat Portugal, the media agency owned by the Dentsu group, of which Freire de Andrade is also CEO for the Iberian markets.
“With the conclusion of the 20-22 strategic plan, a new cycle begins in which one of the most important points is the development of a digital cluster, which will strengthen the relationship with international technology platforms, such as Alphabet and Meta, in connection with national media, enhancing the reciprocal advantages they can offer, particularly in programmatic buying,” Powermedia also anticipates in the same statement.
Megameios, made up of the media agencies Initiative, Starcom Media Vest Group, Zenith, Universal Media and Reprise, is, according to MediaMonitor data, the purchasing centre with the largest volume of investment handled. Powermedia, which includes Carat, the leading agency in the 2022 ranking, as well as Nova Expressão, Media Gate and Comon, occupies second place, followed by Havas Media Group, GroupM and Omnicom Media Group.
