The monthly ritual of ranking media agencies by new-business billings is a bit like watching a horse race where the lead horse refuses to tire and the rest of the field keeps changing saddles.

Horizon Media held the top position in the May North American media agency rankings for another month, generating $451.4 million in net new-business billings across the United States and Canada, according to preliminary data from COMvergence. The New York-based independent agency's lead over its nearest competitor was more than fivefold, a margin that has become familiar to anyone following these tabulations.

The more interesting action, as is often the case, occurred behind the frontrunner. Cramer-Krasselt, the Chicago-based independent shop, appeared in second place with $80.6 million in net new business, much of it attributed to WeatherTech, the automotive accessory manufacturer whose Super Bowl advertisements have made it a reliable presence in American living rooms. Mediahub entered third with $61.8 million following wins from Bloomberg and Major League Soccer.

Brainlabs, another independent, debuted in fifth place with $53 million from a roster that included Xponential Fitness — the franchisor behind Club Pilates, YogaSix and Pure Barre — along with Carewell and Right Guard. (One notes that the deodorant category remains surprisingly active on the pitch circuit.)

At the holding-company level, WPP led May activity with $495.7 million in net new-business billings, propelled by Wendy's, Jaguar Land Rover and Estée Lauder. Omnicom followed with $453.9 million in new business and $358.9 million in retentions, the latter figure a reminder that keeping existing clients remains the less glamorous but arguably more important work.

The Canadian contingent continued its steady presence throughout the rankings, with Touché! placing 12th and Jungle Media 16th.

The scoreboard changes monthly. The underlying truth — that everyone is chasing Horizon — does not.

Original story published in campaignlive.com: "Cramer-Krasselt, Mediahub, Brainlabs enter May North American media rankings | Campaign US"