|
The ranking is derived from three key measures: respondents' favorite
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.
|
Media
AgencyTrack Media Agency Equity Index Rankings (Markets)
|
|
RANK
|
DELHI
|
MUMBAI
|
OTHER
CITIES (Chennai, Kolkata, Bangalore, 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 agencies are very industry focused in their expertise.
Agencies needs to be more visible and that would significantly contribute
to their equity in the market," said ACNielsen ORG Marg director
client servicing G Seshagiri.
"A proactive approach and transparency are the other key drivers
that would improve agency's equity," he added.
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. The Media Edge
scores the highest. Maxus has the highest equity in the industrial
sector while Mindshare leads the way in services and Lodestar in
lifestyle.
|
Media
AgencyTrack Media Agency Equity Index Rankings (Industry Sector)
|
|
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 also highlights the differences in the equity
of the various media agencies based on the Decision making levels
among the advertisers. Mindshare has the highest equity among the
top level management while Madison leads the way in the middle level
management.
|
Media
AgencyTrack Media Agency Equity Index Rankings (Decision making
levels)
|
|
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 |
|
