The Agency Image Survey, conducted in partnership with market research company TNS, looked into marketers’ perceptions of advertising and media agencies in key Asian markets. Ogilvy & Mather was rated as the ‘overall best’ advertising agency across all countries. In terms of how marketers choose an agency, strategic thinking/insight and creativity were seen as the two most important selection criteria.
In this respect, Ogilvy again came out on top, being identified as the most well rounded agency, with high ratings across all selection criteria except for value for money. Publicis Groupe rivals Saatchi & Saatchi and Leo Burnett were identified as having similar strengths and weaknesses, but scored lower in all measures.
Wieden & Kennedy posted strong scores for creativity, ahead of the likes of JWT, TBWA and BBH.
As for media agencies, MindShare was seen as ‘overall best’ in all countries surveyed and had the highest visibility in Hong Kong and Singapore. Universal McCann was the most recognised media agency across the region as a whole. However, in terms of strategic thinking/insight – rated the most important media selection criteria by clients – the WPP agency was shaded by OMD, with MEC also posting a strong showing.
Carat and OMD scored well for versatility in different media, but well behind MindShare.
China revealed a number of anomalies, with ZenithOptimedia having an especially strong showing.
ZenithOptimedia was ranked as the media agency that marketers in China were most aware of and came in second in terms of ‘overall best’ agency.
As with advertising agencies, strategic thinking/insight was identified by marketers as the most important media selection criteria. Versatility in different media was seen as the second most important criteria. In China, however, versatility was less important for marketers than value for money and execution.