LONDON: Clientside marketers rarely miss an opportunity to tell advertising agencies what they think of them. So it's not likely there were many refusals to participate in a recent study of clients' views on the UK communications industry.

Conducted in behalf of the Institute of Practitioners in Advertising  (the body representing British advertising, media and marketing communications agencies) a section of IPSOS Mori's ongoing omnibus survey, Captains of Industry, asked a key question.

"Whether respondents considered advertising and communications agencies were good at supplying advice on intangible asset creation?"

The sample comprised ninety-nine boardroom executives selected from a universe that included (a) the UK's top 500 companies by market capitalisation; (b) the top 500 by turnover; and (c) the top 100 by capital employed. 

In answer to that key question. sixty-four per cent replied in the affirmative. These are the other results:

  • 52% indicated that investment banks are good at supplying advice on intangible asset creation whilst 22% indicated that they are poor at this.

  • 53% indicated that management consultancies are good at supplying advice on intangible asset creation whilst 18% indicated that they are poor at this.

  • 22% indicated that audit and accountancy firms are good at supplying advice on intangible asset creation whilst 49% indicated that they are poor at this.

  • 26% indicated that advertising and communications agencies are good at supplying advice on organic growth creation whilst 37% indicated that they are poor at this.

  • 38% indicated that management consultancies are good at supplying advice on organic growth creation whilst 32% indicated that they are poor at this.

  • 16% indicated that audit and accountancy firms are good at supplying advice on organic growth creation whilst 52% indicated that they are poor at this.

  • 45% indicated that investment banks are good at supplying advice on organic growth creation whilst 29% indicated that they are poor at this.

  • Among those respondents that make use of advertising and communications agencies (84), regarding intangible value.

  • 58% indicated that the level of intangible value added to the business by the main agency they used was above average, whilst 7% indicated that it was below average.

  • Among those respondents that make use of advertising and communications agencies (84), 55% rated the quality of management at the main marketing and communications agency they used as above average.

  • 64% indicated that the quality of products and services provided by their main marketing and communications agency were above average whilst 6% indicated that they were below average.

  • 51% indicated that the level of thought leadership provided was above average whilst 18% indicated that it was below average.

  • 58% indicated that the level of intangible value added to the business was above average, whilst 7% indicated that it was below average.
Comments  IPA president Moray Maclennan: "The IPA and its members lead the way in championing effectiveness, which made it doubly appropriate to measure progress in our boardroom agenda.

"The data throws down a challenge to the industry regarding its reputation for generating organic growth."

Data sourced from IPA Online (UK); additional content by WARC staff