BMP DDB has knocked J Walter Thompson off the number one slot in Marketing Week’s Agency Reputations survey and has snatched top position for creativity from Bartle Bogle Hegarty.
It is the first time since 1994 that JWT has failed to take the top slot, and only the second time in the 12 years the survey has been running.
Consensus Research, which carried out the survey, questioned 150 marketing directors and senior executives in the 450 companies that spend the most on advertising.
Clients were asked to assess agencies on nine criteria – which they rated in order of importance. Creativity came first, followed by value for money, ability to act in clients’ long-term interests and media planning, buying and replacement.
The results revealed some of the biggest shifts in agencies’ reputations that the survey has ever encountered. Apart from changes in the top two positions, Abbott Mead Vickers.BBDO climbed to number three from number four and Ogilvy & Mather to four from five.
The most improved agency position was taken by Publicis, which entered the top ten from 18th position last year.
MediaCom and Manning Gottlieb Media took first and second place for media specialists overall.
see also “MW200011300080”