Down to Earth: Tables

Survey results

By Marketing Week 25 Nov 1999 12:00 am

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

BEST AGENCY OVER ALL CRITERIA (TOP 25) 97 98 99 Agency name Actualno As % of Max* Change98-99 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

IMPORTANCE OF NINE CRITERIA 97 98 99 Agency name Rating* importance9 or 10 % change98-99 Average ratingout of 10 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

TOP 10 FOR CREATIVITY 97 98 99 Agency name % Naming*agency Differenceagainst 98 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

TOP 10 FOR VALUE FOR MONEY 97 98 99 Agency name % Naming*agency Differenceagainst 98 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

TOP 10 FOR ABILITY TO ACT IN CLIENTS’ LONGER TERM INTERESTS BASED ON UNDERSTANDING THEIR BUSINESS AND THEIR MARKETS 97 98 99 Agency name % Naming*agency Differenceagainst 98 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

TOP 10 FOR QUALITY OF ACCOUNT MANAGERS 97 98 99 Agency name % Naming*agency Differenceagainst 98 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

TOP 10 FOR MEDIA PLANNING, BUYING AND PLACEMENT 97 98 99 Agency name % Naming*agency Differenceagainst 98 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

TOP 10 FOR MARKETING STRATEGY AND ANALYSIS 97 98 99 Agency name % Naming*agency Differenceagainst 98 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

TOP 10 FOR ATTENTIVENESS AND ADAPTABILITY TO CLIENTS 97 98 99 Agency name % Naming*agency Differenceagainst 98 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

TOP 10 FOR FINANCIAL STABILITY AND STRONG AGENCY MANAGEMENT 97 98 99 Agency name % Naming*agency Differenceagainst 98 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

TOP 10 FOR COVERAGE OF MAJOR MARKETS OUTSIDE THE UK 97 98 99 Agency name % Naming*agency Differenceagainst 98 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

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