A major survey of the Indian advertising industry has announced its 'best of breed' results.

Brand Equity's Ad Agency Reckoner has trawled the subcontinent's clients, agencies, and students - in an exercise unique in its scale - to identify the most admired agency, most creative agency, the best agency for account planning and servicing; the most influential people in the industry, and its best creative directors and filmmakers.

The number one spot in all categories is retained by Ogilvy & Mather but JWT has been knocked from its number two perch by Lowe Lintas and relegated to fourth place behind McCann Erickson.

Grey Worldwide made most progress, climbing from number ten to number six, while some of the smaller shops, such as Ambience Publicis, have dislodged bigger rivals from the Top Twenty. Most notable of these sliders is TBWA.

Among media independents, home-grown hero Madison beats GroupM for the first time. Starcom, Lodestar and Initiative Medi round out the top five media agencies.

Data sourced from The Times of India; additional content by WARC staff