Down to Earth: Tables

Survey results

This annual survey is carried out by Consensus Research International using a methodology that has remained constant since the survey’s inception in 1989. This year, telephone interviews were carried out from September 14 to 30, with a random sample of 150 marketing directors, or other senior executives responsible for this function drawn from the 450 organisations that spent most on advertising in 1998. Consensus is a market research consultancy that works with corporate, financial and professional service businesses in the UK and international markets. For further information, contact Sarah Horack, strategic development director, at Consensus Research, 1-2 Castle Lane, London SW1E 6DR, or telephone 0207 592 1700

<b>BEST AGENCY OVER ALL CRITERIA (TOP 25)</b> <b>97</b> <b>98</b> <b>99</b> <b>Agency name</b> <b>Actualno</b> <b>As % of Max*</b> <b>Change98-99</b> 1 1 1 J Walter Thompson 206 16.6% -5.0 7 7 2 BMP DDB 186 15.0% +2.8 6 3 3 McCann-Erickson 162 13.1% -2.7 3 2 4 Abbott Mead Vickers.BBDO 151 12.2% -6.4 4 5 5 Ogilvy & Mather 136 11.0% -2.3 2 4 6 Saatchi & Saatchi, London 132 10.6% -3.1 5 6 7 Bartle Bogle Hegarty 95 7.7% -5.3 17 8 8= M&C Saatchi 82 6.6 -1.5 31= ** 8= WWAV Rapp Collins 82 6.6 N/A 10 Rainey Kelly Campbell Roalfe/ Y&R 80 6.5% 12 13 Young & Rubicam +1.2 29 27= Rainey Kelly Campbell Roalfe +4.1 23= 23= 11 Euro RSCG Wnek Gosper 79 6.4% +3.6 18= 9 12 WCRS 76 6.1% -1.0 13= 17 13 Grey London 74 6.0% +1.3 26 10 14 TBWA GGT Simons Palmer *** 67 5.4% -1.2 18= 11 15 Zenith Media 64 5.2% -1.2 8 14 16 Carat 62 5.0% -0.1 20 18 17 D’Arcy Masius Benton & Bowles 60 4.8% +1.1 16 15= 18= Lowe Howard-Spink 59 4.8% +0.1 22 22 18= Publicis 59 4.8% +1.5 9= 15= 20 HHCL Partners 51 4.1% -0.6 13= 12 21 Leo Burnett 49 4.0% -2.3 ** 23= 22 BMP Optimum 44 3.5% +0.7 27 19 23 St Lukes 43 3.5% 0.0 31= 26 24 MediaVest 39 3.1% +0.3 54= 38= 25 MediaCom TMB 37 3.0% +1.8 31= 23= The Media Business +0.2

BEST AGENCY OVER ALL CRITERIA (TOP 25)

* Maximum possible response : 150 respondents x 9 criteria = 1350 (the max if every respondent nominated an agency as best on all criteria) minus the sum of those abstaining on each criterion (110) = 1240

** Not ranked in Top 50

*** Figures for ’97 are for TBWA Simons Palmer, post-merger; ’89-96 figures are for TBWA only

<b>IMPORTANCE OF NINE CRITERIA</b> <b>97</b> <b>98</b> <b>99</b> <b>Agency name</b> <b>Rating* importance9 or 10</b> <b>% change98-99</b> <b>Average ratingout of 10</b> 2 1 1 Creativity 60.0% -1.3 8.71 1 2 2 Value for money 59.3% -1.4 8.53 4= 3 3 Ability to act in clients’ longer-term best interests based on understanding their business andtheir markets 48.0% -9.7 8.29 3 5 4 Quality of account managers 43.3% -0.3 8.24 6 4 5 Media planning, buyingand placement 35.4% -8.9 6.81 7 6 6 Marketing strategy and analysis 33.3% -3.4 7.48 4= 7 7 Attentiveness and adaptability 26.7% -5.5 7.69 8 8 8 Financial stability andstrong agency management 21.3% +2.0 7.28 9 9 9 Coverage of marketsoutside the UK 4.7% -2.1 3.48

IMPORTANCE OF NINE CRITERIA

* The criteria are ranked by the per cent rating them nine or ten on a ten-point scale of importance

<b>TOP 10 FOR CREATIVITY</b> <b>97</b> <b>98</b> <b>99</b> <b>Agency name</b> <b>% Naming*agency</b> <b>Differenceagainst 98</b> P 1 1= 1 Bartle Bogle Hegarty 22.7% -4.0 7 3 2 BMP DDB 18.0% +0.9 3 1= 3 Abbott Mead Vickers.BBDO 16.7% -10.0 4 7= 4 HHCL Partners 14.0% -3.0 15= 6 5 TBWA GGT Simons Palmer 11.3% -1.7 13= 9= 6 M&C Saatchi 10.7% +0.4 8= 7= 7= McCann-Erickson 9.3% -1.7 10= 11 7= St Lukes 9.3% +0.4 2 5 9= J Walter Thompson 8.7% -5.0 5 4 9= Saatchi & Saatchi, London 8.7% -7.1 13= 12 9= WCRS 8.7% -0.5

TOP 10 FOR CREATIVITY

Primacy rating: 33.6%

Unable to say which are best at providing creativity: 0.0%

* Percents, based on all responding, total more than 100% because up to 3 nominations were accepted.

** Not ranked in Top 50

<b>TOP 10 FOR VALUE FOR MONEY</b> <b>97</b> <b>98</b> <b>99</b> <b>Agency name</b> <b>% Naming*agency</b> <b>Differenceagainst 98</b> 9= 5 1 BMP DDB 14.9% +3.7 1 4 2 J Walter Thompson 12.7% -1.3 7= 3 3 McCann-Erickson 11.9% -4.2 2 2 4= Abbott Mead Vickers.BBDO 9.0% -7.8 4 6= 4= Ogilvy & Mather 9.0% -0.1 3 6= 6= Saatchi & Saatchi, London 7.5% -1.6 17= ** 6= WWAV Rapp Collins 7.5% N/A 26= 16= 8= Euro RSCG Wnek Gosper 6.7% +2.5 12= 20= 8= Grey London 6.7% +3.2 9= 12 10= HHCL Partners 6.0% +0.4 12= 20= 10= Lowe Howard Spink 6.0% +2.5 17= 11 10= M&C Saatchi 6.0% -0.3 23= 13= 10= Zenith Media 6.0% +1.1

TOP 10 FOR VALUE FOR MONEY

Primacy rating:24.7%

Unable to say which are best at providing value for money: 10.7%

* Percents, based on all responding, total more than 100% because up to 3 nominations were accepted.

** Not ranked in Top 50

<b>TOP 10 FOR ABILITY TO ACT IN CLIENTS’ LONGER TERM INTERESTS BASED ON UNDERSTANDING THEIR BUSINESS AND THEIR MARKETS</b> <b>97</b> <b>98</b> <b>99</b> <b>Agency name</b> <b>% Naming*agency</b> <b>Differenceagainst 98</b> 1 1 1 J Walter Thompson 17.3% -6.3 7= 4 2 BMP DDB 16.5% -0.2 2 2 3= Abbott Mead Vickers.BBDO 13.7% -7.1 6 3 3= McCann-Erickson 13.7% -3.7 4 5 3= Ogilvy & Mather 13.7% -2.3 6 Rainey Kelly Campbell Roalfe/Y&R 9.4% 13= 11= Young & Rubicam +3.1 ** 20= Rainey Kelly Campbell Roalfe +5.9 24= 22= 7 Euro RSCG Wnek Gosper 8.6% +5.8 5 9 8= Bartle Bogle Hegarty 7.2% -2.5 13= 10 8= Grey London 7.2% +0.3 7= 7 8= WCRS 7.2% -4.6

TOP 10 FOR ABILITY TO ACT IN CLIENTS’ LONGER TERM INTERESTS BASED ON UNDERSTANDING THEIR BUSINESS AND THEIR MARKETS

Primacy rating: 7.9%

Unable to say which are best for acting in clients’ long-term interests: 7.3%

* Percents, based on all responding, total more than 100% because up to 3 nominations were accepted.

** Not ranked in Top 50

<b>TOP 10 FOR QUALITY OF ACCOUNT MANAGERS</b> <b>97</b> <b>98</b> <b>99</b> <b>Agency name</b> <b>% Naming*agency</b> <b>Differenceagainst 98</b> 1 1= 1 J Walter Thompson 17.0% -2.4 8= 7 2 BMP DDB 15.6% +4.5 3= 1= 3= Abbott Mead Vickers.BBDO 15.0% -4.4 3= 3= 3= Saatchi & Saatchi, London 15.0% +1.1 8= 3= 5 McCann-Erickson 12.9% -1.0 2 6 6 Ogilvy & Mather 12.2% -1.3 31= ** 7 WWAV Rapp Collins 8.8% -2.9 22= 16= 8 Euro RSCG Wnek Gosper 8.2% -2.9 15= 23= 9= Grey London 7.5% -2.9 `11= 8 9= M&C Saatchi 7.5% -2.9

TOP 10 FOR QUALITY OF ACCOUNT MANAGERS

Primacy rating: 14.7%

Unable to say which are best for quality of account managers: 2.0%

* Percents, based on all responding, total more than 100% because up to 3 nominations were accepted.

** Not ranked in Top 50

<b>TOP 10 FOR MEDIA PLANNING, BUYING AND PLACEMENT</b> <b>97</b> <b>98</b> <b>99</b> <b>Agency name</b> <b>% Naming*agency</b> <b>Differenceagainst 98</b> 1 1 1 Zenith Media 29.9% -3.9 2 2 2 Carat 23.6% +9.1 ** 3 3 BMP Optimum 16.0% +2.9 10= 10 4 New PHD~ 11.8% +4.2 24= 18 5= MediaCom TMB 11.1% +7.7 13= 11= The Media Business +4.2 20= 6 5= MediaVest # 11.1% +0.1 34= 11= 7 Optimedia 8.3% +1.4 6 7= 8= McCann-Erickson 6.9% -1.4 ** 7= 8= MindShare 6.9% -1.4 4= 4= 10 CIA Media Network 6.3% -5.4

TOP 10 FOR MEDIA PLANNING, BUYING AND PLACEMENT

Primacy rating: 26.7%

Unable to say which are best at media planning, buying and placement: 4.0%

* Percents, based on all responding, total more than 100% because up to 3 nominations were accepted.

** Not ranked in Top 50

# Formerly ‘Media Center’

~ Rankings shown for PHD until 1998 when bought by AMV

<b>TOP 10 FOR MARKETING STRATEGY AND ANALYSIS</b> <b>97</b> <b>98</b> <b>99</b> <b>Agency name</b> <b>% Naming*agency</b> <b>Differenceagainst 98</b> 6 3 1 BMP DDB 19.1% +2.2 1 1 2 J Walter Thompson 17.7% -11.2 3 2 3 Abbott Mead Vickers.BBDO 14.2% -4.1 2 5= 4 Saatchi & Saatchi, London 11.3% -3.5 4= 4 5= Bartle Bogle Hegarty 10.6% -4.9 15= 9 5= WCRS 10.6% +2.9 4= 5= 7 Ogilvy & Mather 9.9% -4.9 7= 7 8 McCann-Erickson 9.2% -4.9 25= ** 9 WWAV Rapp Collins 8.5% N/A 12= 8 10= M&C Saatchi 7.1% -2.1 10= Rainey Kelly Campbell 7.1% Roalfe/Y&R 15= 16= Y&R +3.6 19= 21= Rainey Kelly Campbell Roalfe +4.3 19= 10 10= TBWA GGT Simons Palmer 7.1% +0.1

TOP 10 FOR MARKETING STRATEGY AND ANALYSIS

Primacy rating: 11.7%

Unable to say which are best for marketing strategy and analysis – 6.0%

* Percents, based on all responding, total more than 100% because up to 3 nominations were accepted.

** Not ranked in Top 50

<b>TOP 10 FOR ATTENTIVENESS AND ADAPTABILITY TO CLIENTS</b> <b>97</b> <b>98</b> <b>99</b> <b>Agency name</b> <b>% Naming*agency</b> <b>Differenceagainst 98</b> 1 2 1 J Walter Thompson 17.9% -1.4 5 3 2= McCann-Erickson 15.0% +1.2 10= 5 2= BMP DDB 15.0% +4.0 4 1 4 Abbott Mead Vickers.BBDO 11.4% -8.6 3 4 5 Ogilvy & Mather 10.7% -1.7 2 7 6 Saatchi & Saatchi, London 10.0% +1.7 15= 8= 7 M&C Saatchi 9.3% +1.7 33= ** 8 WWAV Rapp Collins 8.6% N/A 6= 6 9 Bartle Bogle Hegarty 7.1% -3.2 33= 8= 10= TBWA GGT Simons Palmer 6.4% -1.2 15= 8= 10= WCRS 6.4% -1.2

TOP 10 FOR ATTENTIVENESS AND ADAPTABILITY TO CLIENTS

Primacy rating: 25.2%

Unable to say which are best at providing attentiveness and adaptability: 6.7%

* Percents, based on all responding, total more than 100% because up to 3 nominations were accepted.

** Not ranked in Top 50

<b>TOP 10 FOR FINANCIAL STABILITY AND STRONG AGENCY MANAGEMENT</b> <b>97</b> <b>98</b> <b>99</b> <b>Agency name</b> <b>% Naming*agency</b> <b>Differenceagainst 98</b> 1 1 1 J Walter Thompson 27.3% -3.7 6 3 2 McCann-Erickson 17.3% -3.4 5 2 3 Abbott Mead Vickers.BBDO 16.5% -12.5 8= 6 4= BMP DDB 15.8% +1.3 2 4= 4= Saatchi & Saatchi, London 15.8% -0.1 3 4= 6 Ogilvy & Mather 14.4% -1.5 4 7 7= Bartle Bogle Hegarty 7.9% -3.8 29= ** 7= WWAV Rapp Collins 7.9% N/A 17= 11= 9= DMB&B 7.2% +1.7 12= 11= 9= Grey London 7.2% +1.7 14= 8 9= M&C Saatchi 7.2% -3.8 19= 9 9= WCRS 7.2% -0.4

TOP 10 FOR FINANCIAL STABILITY AND STRONG AGENCY MANAGEMENT

Primacy rating: 49.8%

Unable to say which are best for financial stability and strong agency management: 7.3%

* Percents, based on all responding, total more than 100% because up to 3 nominations were accepted.

** Not ranked in Top 50

<b>TOP 10 FOR COVERAGE OF MAJOR MARKETS OUTSIDE THE UK</b> <b>97</b> <b>98</b> <b>99</b> <b>Agency name</b> <b>% Naming*agency</b> <b>Differenceagainst 98</b> 1 1 1 J Walter Thompson 29.2% -6.8 5= 2 2 McCann-Erickson 24.5% -5.3 3 4 3= Ogilvy & Mather 21.7% -4.6 2 3 3= Saatchi & Saatchi, London 21.7% -6.4 13= 11= 5= BMP DDB 15.1% +9.0 5= Rainey Kelly Campbell Roalfe/Y&R 15.1% 4 5 Young & Rubicam +3.7 29= ** Rainey Kelly Campbell Roalfe N/A 5= 6 7 Abbott Mead Vickers.BBDO 12.3% +1.8 10= 7 8= Grey London 11.3% +1.7 8= 8 8= Leo Burnett 11.3% +2.5 18= 13= 8= Publicis 11.3% +6.9

TOP 10 FOR COVERAGE OF MAJOR MARKETS OUTSIDE THE UK

Primacy rating: 26.2%

Unable to say which are best for coverage of major markets outside the UK: 29.3%

NB Results for AMV shown in 89 and 90. In these years BBDO was separately rated 14 in 89 and 14 in 90* Percents, based on all responding, total more than 100% because up to 3 nominations were accepted.

** Not ranked in Top 50

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here