World: New-Business Analysis - Nestle and HSBC accounts dominate global scene.

In the first part of a monthly global view on the industry, Lucy Aitken sees signs of life.

2003 was a grim year for new business. The biggest global gains were mainly existing accounts that expanded, such as DDB winning the consolidated business from Dell and Philips. The exception was OMD's triumphant dollars 1.2 billion McDonald's win.

So new-business directors across the globe are anxious to see what prizes are up for grabs in the months ahead.

In the first of Campaign's monthly round-ups of account moves and wins around the globe worth at least dollars 50 million, it's clear things are starting to move, albeit slowly. The price tag on Nestle's media business has caused a flurry of excitement, while HSBC will continue to preoccupy the thoughts of hundreds of staff in the competing networks for the next month.

New-business directors agree that over the coming year, sectors which will be spending more include those dotcoms starting to turn in a profit and healthcare brands. Anticipating increased spend in the latter, many networks have already established their own healthcare units. In the US, packaged goods are also tipped.

Across Europe, the French and German economies are starting to pick up. Germany has been deeply entrenched in a dismal downturn, so the glimmer of light at the end of the tunnel cannot appear a moment too soon.

 
ACCOUNTS UNDER REVIEW 
CLIENT/TASK              BUDGET   SHORTLIST           INCUMBENT 
                         dollars 
Nestle 
 media planning          1.5bn    IPG, WPP,           various, including 
 and buying, global               Publicis            MindShare, OMD, 
                                                      Universal McCann 
HSBC 
 creative and media, 
 global                  600m     IPG, Omnicom,       Lowe, Zenith- 
                                  WPP                 Optimedia 
American Express 
media, global            375m     MindShare, Carat,   MindShare 
                                  Initiative 
Verizon Wireless 
 creative, US            300m     McCann-Erickson,    Lowe 
                                  JWT, Arnold 
Old Navy 
 creative, US            180m     JWT, Euro RSCG,     in-house 
                ...