According to a syndicated study done by ORG-Marg, Ogilvy & Mather (O&M) is the country's 'best' advertising agency. O&M dislodges Hindustan Thompson Associates (HTA), India's largest ad agency, from the number one position it occupied in the previous study, AgencyTrack 1999.
The study is based on perceptions about agencies among advertisers and agency employees.
AgencyTrack 2001 is the fifth of similar studies, which were conducted by ORG-MARG in 1990, 1995, 1997 and 1999.
The study covered two target groups -- advertisers and agency personnel. Thirty four per cent of the advertisers rated O&M as the best agency compared to 19 per cent, who rates HTA as the best agency and the 9 per cent who voted for Lowe.
O&M scored high in terms of employee perceptions as well. Of the 151 agency executives interviewed, 76 per cent voted the agency as being 'good to work for'.
AgencyTrack 2001 covered Delhi, Mumbai, Kolkata, Chennai and Bangalore and conducted 290 structured interviews among advertisers and 151 interviews among agency executives. As far as advertisers are concerned, it covered companies of different sizes, ad spends, product types and management types.
Source: Business Standard