MediaCom Voted Best Agency For Second Year Running
MediaCom has been voted as the agency most admired by media owners in terms of its all round professionalism and commercial performance for the second year running.
Between May and June this year Ocean Consulting’s latest Media Agency Monitor surveyed almost 60 top-level executives at virtually all of the UK’s major consumer media owners to gauge their views on the current agency scene.
The overall performance of media agencies was found to have declined since last year, but MediaCom held on to its top spot with an average 6.5 out of 10 for all round professionalism. Carat was ranked joint second alongside PHD and ZenithOptimedia with 5.7 out of ten.
MediaCom was held in the highest regard as the agency which consistently delivers the most impressive buying performance, securing a third of the votes. Last year’s leader Carat was relegated to second place (16%), ahead of Starcom Motive with 21% of the votes.
OMD was seen floundering in fifth place with just 7% of the votes, down from 9% last year. However, the agency looks set to benefit from plans to pool its media negotiating operations with Manning Gottlieb OMD and PHD Group to form the UK’s largest single buying point (see Omnicom Pools Resources To Form UK Buying Point).
When asked which agency consistently delivers the most impressive strategic planning performance, PHD stole MediaCom’s crown to come out top with an average 32% of the votes. MediaCom had to make do with second place, ahead of Starcom Motive in third and Naked in fourth.
For the second year running, Carat was ranked head and shoulders above the rest in terms of media research. The agency, which has been closely tracking Euro 2004 viewing, secured 31% of the votes, ahead of Mindshare with 18% and PHD with 16%.
Carat was also identified as the agency most receptive to media owners’ innovative ideas and approaches, with 29% of the votes. PHD secured second place with 20% of the votes, followed by Starcom Motive with 16%. Initiative Media was ranked last with just 2% of the votes.
Last month a survey of 300 advertisers carried out by Media Audits revealed that Omnicom-owned OMD had beaten off competition from a number of high-profile rivals to be voted the best media agency in Europe (see OMD Voted Best European Media Agency By Advertisers).
Ocean Consulting: 020 7480 5474 www.oceanconsulting.co.uk
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