The Nielsen Company has released its survey Nielsen AgencyTrack 2008 that ranks advertising agencies in India on the basis of a perception study done across advertising buyers covering key decision making levels and different industries.
The results of this Agency Equity Index show Ogilvy India as the top-rated agency in India. Ogilvy India had scored the highest in the last round of this survey in 2005 as well.
In the 2008 survey, JWT India is in the second position, while McCann Erickson and Mudra Communications follow in the third and fourth positions, respectively. All three agencies have upped their ranks from the last survey. Lowe India, which had occupied the No. 2 position in the last survey, has dipped to No. 5 position in this survey.
The No. 6 position is taken by Leo Burnett India, which was ranked No. 7 in the last round. Rediffusion DYR and Draftfcb Ulka share the No. 7 position this time. Both agencies have scored better than the last round. Rediffusion DYR was not among the Top 10 in the last round, while Draftfcb Ulka was ranked No. 10.
Grey Worldwide, which was in the sixth position in the last survey, is at No. 9 in this round. The tenth position is taken by RK Swamy BBDO, which had not featured in the Top 10 list in the last round. Two agencies that were among the Top 10 in the last round and have lost ground in this survey are Saatchi & Saatchi and Bates 141.
Sources close to the situation informed that there were various parameters that were undertaken for this survey. These included sectors like FMCG, durables, services, telecom and healthcare, among others. The newest parameter added in the 2008 survey was online advertising. The study was done across five cities – Mumbai, Delhi, Kolkata, Chennai and Bangalore.
AgencyTrack came into being in 1990. It necessarily is a study of perceptions. Once the perception of the agencies is measured across parameters, The Nielsen Company compiles all ratings to arrive on the Agency Equity Index (AEI). This Index then gives the ranking of agencies, and as seen in previous years, O&M India is perceived to be way ahead of its competition on various barometers, and hence, the overall ranking puts the second best at less than half the score of O&M.
Another industry insider explained that the point to bear in mind here was that this was not a survey of business, but how an agency was perceived by clients and advertising professionals in India.
The Nielsen Company refrained from offering any comments on this report.