MediaCom And Carat Identified As Most Admired Agencies
MediaCom and Carat are the agencies most admired by media owners for their all round professionalism and commercial performance, according to new research from strategy group Ocean Consulting.
Between May and June this year the latest Media Agency Monitor surveyed top-level executives at virtually all of the UK’s major consumer media owners to gauge their views on the current agency scene.
It shows that Carat is held in the highest regard as the agency which consistently delivers the most impressive buying performance, securing 27% of the votes. MediaCom was ranked second best for buying (17%), followed by Midhshare (10%) and OMD (9%). ZenithOptimedia secured just 3% of the votes despite its recent focus on return on investment.
When asked which agency consistently delivers the most impressive strategic planning, MediaCom came out top with 32% of the votes. PHD was ranked second (16%), followed by MindShare (12%) and Starcom Motive (12%). Naked came in above OMD, Initiative and Carat, with 7% of media owner executives voting it best for strategic planning.
Carat was ranked head and shoulders above the rest in terms of research, with more than 26% of the votes. Initiative came in a distance second (16%) and Mediaedge:cia came in third (13%). Almost 8.5% of respondents felt that Optimedia had the most impressive research facilities and 8.1% opted for MindShare.
MediaCom was also identified as the agency most receptive to innovative idea and approaches, securing 16% of the votes. MindShare and Starcom Motive were ranked joint second, both with 13% and Carat came in third (8%). MGOMD and PHD trailed behind with a respective 4% and 6% voting them the most innovative agency.
Alan Renwick, director at Ocean Consulting, said: “In terms of agency ratings, MediaCom consistently scores well, with Carat taking poll position for buying and research. Why do the views of media owners count? This is arguably the only group with exposure to all of the agency groups, and with real engagement in the actual planning and buying process.”
Earlier this week the latest research from the Incorporated Society Of British Advertisers revealed that the advertising downturn has caused a major shift in the way media agencies are paid, with almost half now incorporating some form of payment by results system (see ISBA Study Reveals Shift Towards Payment By Results).
Ocean Consulting: 020 7480 5474 www.oceanconsulting.co.uk
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