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O&M tops ACNielsen ORG-MARG agency rankings, Lowe is No. 2

16-September-2005
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O&M tops ACNielsen ORG-MARG agency rankings, Lowe is No. 2

Ogilvy & Mather (O&M) has secured the top position in the ACNielsen ORG-MARG AgencyTrack Agency Equity Index, India's premier study of advertising agencies' brand equity. Following O&M in the rankings are Lowe, JWT and McCann-Erickson.

"It is fascinating to observe the growing strength of these world famous brands which are among the biggest in marketing today. Our study shows how much these brand-builders have invested in their own brands," said Sarang Panchal, Executive Director, Customised Research, ACNielsen South Asia.

In its sixth and most recent round, the ACNielsen ORG-MARG AgencyTrack Agency Equity Index, premier study on the equity of advertising agencies, surveyed more than 300 advertising buyers covering key decision-making levels and different industries. The ranking is derived from three key measures: respondents' favourite agency, whether they would recommend the agency to others, and their willingness to pay a premium for the agency's services.

The rankings saw a shuffle geographically. While O&M led the way in all key metros included in the survey with the exception of Kolkata, different advertising agency franchises appear to have varying levels of equity in different locations. For instance, Bates jumped to second position in Kolkata, while RKSwamy/BBDO made the top five in Chennai.

“Capitalizing on the geographical advantage and balancing clients’ perception can be key to an agency’s client acquisition strategy. It is not enough to be a large national player if clients headquartered in any location suspect that an agency’s capabilities in that geography are not up to expectations,” observed Panchal.

He further elaborated, “The other effective strategy for an agency to improve its equity could be one of industry specialization.” AgencyTrack shows that there are differences in an agency’s equity based on their past work in a given sector. The change in rankings for McCann Erickson, FCB-Ulka and Rediffusion DY&R in the ACNielsen ORG-MARG AgencyTrack Agency Equity Index for the FMCG sector is testimony to this, Panchal explained.

Table 1: AgencyTrack Agency Equity Index TM Rankings (Overall)

ADVERTISING AGENCY
RANK
Ogilvy & Mather
1
Lowe
2
JWT
3
McCann Erickson
4
Mudra
5
Grey Worldwide
6
Leo Burnett
7
Bates India
8
Saatchi & Saatchi
9
FCB-Ulka
10
Source : ACNielsen ORG-MARG | AgencyTrack


Table 2 : AgencyTrack Agency Equity Index TM Rankings (FMCG sector)

ADVERTISING AGENCY
Rank
Ogilvy & Mather
1
McCann Erickson
2
JWT
3
Lowe
4
Leo Burnett
5
Mudra
6
Grey Worldwide
7
Bates India
8
FCB-Ulka
9
Rediffusion DY & R
10
Source : ACNielsen ORG-MARG | AgencyTrack

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