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MindShare tops ACNielsen Media AgencyTrack; Madison, Maxus, TME & Universal McCann follow

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MindShare tops ACNielsen Media AgencyTrack; Madison, Maxus, TME & Universal McCann follow

ACNielsen, which had hitherto been tracking only advertising agencies, has now turned the spotlight on media agencies too. The first set of results of its Media AgencyTrack shows MindShare as the No. 1 agency, followed by Madison, Maxus, The Media Edge and Universal McCann.

The Results:

This study takes into account the fact that media agencies have emerged as a distinct and important business in the Indian advertising industry. In its first round, the ACNielsen Media AgencyTrack surveyed more than 150 top advertisers in the country covering key decision making levels and different industries. The ranking is derived from three key measures: respondents’ favourite media agency; whether they would recommend the media agency to others; and their willingness to pay a premium for the media agency’s services.

While MindShare leads the way in the metros of Chennai, Kolkata, Bangalore and Ahmedabad, Maxus is ahead by a large margin in Delhi. In Mumbai, Madison is the top agency followed closely by MindShare.

Looking at some more findings, at the all India level, Starcom is in the sixth position, followed by Lodestar, Carat, MediaCom and Initiative Media on the tenth spot.

Based on their expertise in different sectors, the equity base of agencies differs within industries. In the FMCG sector, Madison has the highest score while in consumer durables TME scores the highest. Maxus has the highest equity in the industrial sector, while MindShare leads the way in services. Lodestar tops in lifestyle.

Media AgencyTrack also highlights the differences in the equity of the various media agencies based on the decision-making levels amongst advertisers. MindShare has the highest equity among the top-level management, while Madison leads the way in the middle level management.

Industry Comments:

“Media agencies are very industry focused in their expertise. Agencies need to be more visible and that would significantly contribute to their equity in the market,” said G Seshagiri, Director, Client Servicing, ACNielsen ORG MARG. “A proactive approach and transparency are the other key drivers that can improve an agency’s equity,” he pointed out.

GroupM is excited over the results. Vikram Sakhuja, CEO, GroupM - India and South Asia, said, “It is a very humbling experience. This has been a great year for us. Being voted Brand Equity’s Most Admired Agency, then winning Emvies Media Agency of the Year and then this getting added to the list is a great feeling. It validates the kind of work that is happening at the agency and what we can offer to our clients.”

The Media Edge and Universal McCann are also delighted with the top line findings.

Bringing another point of view here, however, Lynn de Souza, Director, Lintas Media Group, said, “ACNielsen approached us almost two years back and we went back and forth on the pricing. Since we found the data too costly, we decided a year back that we would not be subscribing to or participating in it. We haven’t heard since on this survey. We have no idea on when the fieldwork was done, what the parameters were, whether all our brands in the various markets were measured, whether it was on billings or perception mapping or anything else about this study.”

She further said, “I must point out that if this is compared to any of the other surveys that have taken place in India, the results are very different. This questions the credibility of this survey and indeed of ACNielsen itself when it comes to measuring organisations with whom it is directly related with.”

Not many in the industry at present have access to the findings of the survey. Perhaps more industry views would be forthcoming once people have had the chance to look at the findings closely.

Media AgencyTrack Media Agency Equity Index Rankings (Markets)
Ranks in descending order
RANK Delhi Mumbai Other cities-(Chennai, Kolkata, Bangalore and Ahmedabad)
1 Maxus Madison Mindshare
2 Madison Mindshare Universal McCann
3 Mindshare The Media Edge Madison
4 Universal McCann Starcom Initiative Media
5 Lodestar Carat Starcom
6 MPG Lodestar Media Direction
7 Carat Mediacom The Media Edge
8 Mediacom Zenith Optimedia OMS
9 The Media Edge Universal McCann Mediacom
10 OMS Initiative Media Maxus
Source: ACNielsen | Media AgencyTrack

Media AgencyTrack Media Agency Equity Index Rankings (Industry Sector)
Ranks in descending order
RANK FMCG Consumer Durables Industrial and Allied products Services Lifestyle
1 Madison The Media Edge Maxus Mindshare Lodestar
2 Mindshare Mindshare Madison Maxus Maxus
3 Starcom Maxus Lodestar Universal McCann Universal McCann
4 The Media Edge Madison Starcom Madison Mindshare
5 Initiative Media Zenith Optimedia Universal McCann Carat Madison
6 Mediacom Lodestar Carat The Media Edge Mediacom
7 Carat Universal McCann Mindshare Starcom Initiative Media
8 Maxus Starcom OMS Media Direction Carat
9 Universal McCann Mediacom The Media Edge Lodestar Starcom
10 OMS Initiative Media Initiative Media Zenith Optimedia Zenith Optimedia
Source: ACNielsen | Media AgencyTrack

Media AgencyTrack Media Agency Equity Index Rankings (Decision making levels)
Ranks in descending order
RANK Top level management Middle level management
1 Mindshare Madison
2 Maxus Mindshare
3 Madison The Media Edge
4 Universal McCann Starcom
5 Starcom Lodestar
6 The Media Edge Universal McCann
7 Carat Carat
8 Lodestar Maxus
9 OMS Mediacom
10 Initiative Media Initiative Media
Source: ACNielsen | Media AgencyTrack


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