Behind MindShare and Madison on the list are Maxus, The Media Edge and Universal McCann, in that order
As per AC Nielsen’s Media AgencyTrack, MindShare is the numero uno media agency in the Media Agency Equity Index (the study of media agencies’ brand equity). Madison took second place, followed by Maxus, The Media Edge, Universal McCann, Starcom, Lodestar, Carat, MediaCom and Initiative Media, in that order.
With reference to specific markets, MindShare led in Chennai, Kolkata, Bangalore and Ahmedabad, while Maxus was ahead by a large margin in Delhi. In Mumbai, Madison was the top agency, followed closely by MindShare, whereas Maxus and Madison secured first and second positions, respectively, in Delhi.
Based on their expertise in different sectors, the equity base of the agencies differs within industries. In the FMCG sector, Madison scored the highest, while in consumer durables, The Media Edge emerged on top. Maxus got the highest equity in the industrial and allied products sector, and MindShare and Lodestar led the way in services and lifestyle, respectively.
Media AgencyTrack also highlighted the differences in the equity of the various media agencies based on the decision making levels among them. MindShare got the highest equity among the top-level management, while Madison secured the number one position among the middle-level management.
This is a first of its kind study by AC Nielsen, keeping in mind that media agencies have emerged as distinct and important entities in India. In its first round, the AC Nielsen Media AgencyTrack surveyed more than 150 top advertisers in the country, covering key decision making levels and different industries. The ranking was 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 a particular media agency’s services.
For the record, the AC Nielsen Media AgencyTrack is a premier study of the equity of the country’s media agencies amongst the advertiser community. The study tracks the perceptions of media agencies amongst advertisers across key urban geographies, decision-making levels and sectors.
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