OMD Voted Best European Media Agency By Advertisers
Omnicom-owned OMD has beaten off competition from a number of high-profile rivals to be voted the best media agency in Europe, according to a survey of 300 advertisers carried out by Media Audits.
The latest Global Media and Marketing Effectiveness study asked clients in eight major European countries to rate their media agency using 26 different measures. These then were compiled into five categories: people, client, contact, strategy and planning/value.
Media Audits found OMD to be the highest scoring agency overall, followed by last year’s winner Carat in second place. Universal McCann was ranked joint third alongside Interpublic’s Initiative Media.
Commenting on the findings, Julian Spooner, chief executive of Media Audits (pictured), said: “It is a rapidly changing and competitive market place for media agencies. A world where the under-performers have already disappeared. The challenge for agencies is to build an excellent client relationship to deliver the services that advertisers need.”
The study found that advertisers perceive agencies as good media professionals, but not as pro-active drivers of the communication process. Clients noticed little significant difference between the major players and are not convinced by the current obsession with media neutrality and return on investment.
Media Audits claims that agencies can improve their services by continuing to invest in good people and working to convince clients that the media they buy is appropriate to brand requirements, as well as being cost effective.
Recent research shows that the outlook is continuing to improve for the majority of UK media agencies, which expect to see income and new business activity increase significantly as the advertising recovery gathers pace (see NewsLine).
Media Audits: 020 7734 4080 www.mediaaudits.com
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