OMD - which was named Media’s Media Agency of the Year for 2006 - jumped from 161 points in 2005 to 201 points in 2006 to claim the honour.
Starcom MediaVest held onto the number two slot despite a drop in points and heavy competition from MindShare, which moved up the list from number five into third place after doubling its points tally.
Starcom MediaVest held onto the number two slot despite a drop in points and heavy competition from MindShare, which moved up the list from number five into third place after doubling its points tally.
MEC jumped two spots to fourth, with Universal McCann experiencing a similar rise into fifth. MediaCom dropped slightly, but Zenith-Optimedia was the big downward mover, plunging from third place to seventh.
The report, which rates the creativity of media agency networks, is based on agency performances from 53 industry awards shows globally. Advertisers agreed it is becoming increasingly difficult to leave creativity as the domain of creative agencies alone.
“Creativity on the media side is a lot more important now than it was a few years ago,” said Richard Davies, VP, Asia AMET, Unilever Asia.
“We’re now expecting a lot more in the 360 area, because talent at the agencies is much greater than it used to be. The two areas need to be brought together.”
“It’s very easy to compartmentalise the process into creative or media. It’s the idea and the execution - when you combine the two, it gives you a real edge.”
