Publicis’ Zenith, Dentsu Aegis’ Carat, and GroupM’s MediaCom ranked as the “top three” of 15 media agencies measured in a recent survey asking ad executives how likely they were to select them as their agency. The survey, which was conducted by ad industry B2B customer satisfaction researcher Advertiser Perceptions, specifically asked respondents the following question:
“Imagine you are conducting a review… How likely are you to consider working with the following agencies in the next 12 months?”
The top three identified in each category were based on the highest index of responses giving each agency an “8-10 on a 10 point scale.”
The rankings, which were released in a promotional email sent by AP on Wednesday, were from what it described as a “pilot study” ranking more than 100 agencies on various criteria conducted this summer.
AP also released the “top three” rankings in three other agency categories: digital, search and creative.
The top three among 50 digital shops measured were: IBM’s Interactive Experience, Omnicom’s Tribal Worldwide, and performance marketing agency Merkle.
The top three of 25 “search” agencies measured were: Dentsu Aegis’ 360i, Merkle, and Publicis’ Razorfish.
The top three of 30 “creative” agencies measured were: Interpublic’s Deutsch, Publicis’ Leo Burnett and its Saatchi & Saatchi units.The study, which surveyed more than 300 marketers, according to an earlier report in The Wall Street Journal, also found that 58% of the respondents planned to “review their agencies in the next 12 months.”