Sixty-one senior executives at British media owners – all of managing director or ad director (equivalent) status – have rated Grey Global’s MediaCom the nation’s best Top Ten media shop based on a range of professional and commercial criteria.
Taking last year’s ten highest billing shops (according to ACNielsen MMS) UK trade title Media Week invited major media owners to rate each of the ranking shops according to their all-round professionalism. Highest-scoring by far (with 42% of the vote) was MediaCom.
The others trailed well behind (voting percentages in brackets) …
2. Carat (20%)
3. OMD UK (12%)
4. Zenith Media (8%)
5. MediaVest and Starcom Motiv (both 5%)
7. MindShare and Initiative Media (3% each)
9. Universal McCann (2%)
10. PHD (0%).
Size matters, says Steve De Saulles, a director of Ocean Consulting which conducted the survey, although “it is clearly not the final arbiter”.
“From among the top three agencies,” continues de Saulles, “Zenith would seem to have the furthest to travel in terms of persuading the market of their strategic credentials. In contrast, MediaCom’s success in this survey demonstrates that its continued growth is because of, rather than despite, its more imaginative approach.”
Of the media agencies outside the Top Ten elite, Walker Media fared best with 15% of the vote in this category, just pipping at the post Manning Gottlieb OMD’s 14%. MPG took third place with 12% of the vote.
Data sourced from: MediaWeek.com (USA); additional content by WARC staff