Announcing the return of The Agency Review
Mumbrella’s industry prospecting guide The Source is to publish one of the most comprehensive reviews of the media and creative agency landscape the industry has seen.
The publication – to be launched during full day events taking place in Melbourne and Sydney in late November – will assess around 50 of the country’s top creative and media agencies.
Mumbrella Creative Agency Review 2011
The exhaustive research will cover 20 media agencies and 26 creative agencies. It follows the format previously adopted in 2011’s Mumbrella Creative Agency Review and 2012’s Mumbrella Media Agency review. For the first time, the data will be combined in a single reference book.
The research includes assessment by a panel of around 40 experts on the industry including marketing management consultants, headhunters, media owners and former agency executives.
Mumbrella Media Agency Review 2012
It is also accompanied by a survey of Mumbrella’s 35,000+ database of email subscribers on industry perceptions of the agencies.
And, as with MMAR and MCAR, each agency will be invited to write their own assessment of their recent performance.
In the cases of both the expert industry panel and Mumbrella readers, the agencies will be scored against a series of detailed criteria.
Only people signed up to the Mumbrella email by the close of business on September 6 will be eligible to take part in the industry perceptions survey.
The proposed criteria for creative agencies includes:
- Creativity
- Effectiveness
- Planning
- Integration
- Account management
- Talent
- Innovation
- Industry impact
- Client stability
- Commercial success
The proposed criteria for media agencies includes:
- Planning
- Buying
- Strategy
- Innovation
- Account management
- Talent
- Industry impact
- Client stability
- Transparency
- Commercial success
The project is being led by The Source’s publisher Camille Alarcon. Alarcon is former deputy editor of Mumbrella and news editor of both B&T magazine in Australia and Marketing Week in the UK. She said: “We’ve been working in close consultation with our panel of experts to come up with a list of agencies consisting of the big players and the smaller shops doing some really interesting work. Some notable additions this year are Meerkats, CumminsRoss, The Hallway and The Works. Similarly on the media side, Bohemia and Pearman will this year stand up to scrutiny.”
“Working with research firm Edentify, we’ve also tightened our methodology and evaluation process further; while bringing onboard a panel of experts representing a wide cross section of the industry.”
At the Sydney and Melbourne events, experts and agency bosses will share advice on what it takes to create great agencies, including sessions focusing on culture, strategy, innovation and how to deliver commercial success.
The 2011 study saw BMF top the scoring overall while Clemenger BBDO Melbourne topped the table for creativity, account management, talent and commercial success. The Monkeys were top for Momentum.
The 2012 study placed Ikon top overall, with Match top for strategy, PHD top for innovation, OMD top for commercial success, MediaCom top for momentum, TMS top for client stability and Mitchells top for buying.
The Source intends to review the following creative agencies:
- 303Lowe
- AJF Partnership
- BMF
- BWM
- Clemenger BBDO
- CumminsRoss
- DDB
- Droga5
- George Patterson Y&R
- Grey
- Havas Worldwide
- Host
- Ogilvy
- JWT
- Leo Burnett
- Marketforce
- McCann
- Meerkats
- M&C Saatchi
- Naked Communications
- Publicis Mojo
- Saatchi & Saatchi
- The Hallway
- The Monkeys
- The Works
- Whybin/TBWA
And the following media agencies:
- Bohemia
- Carat
- Ikon Communications
- Initiative
- Match Media
- Maxus
- MEC
- MediaCom
- Mindshare
- Mitchell & Partners
- OMD
- Paykel Media
- Pearman
- PHD
- Razor
- Slingshot
- Starcom MediaVest Group
- TMS
- UM
- Vizeum
- ZenithOptimedia
Anyone with questions, including agency bosses wishing to make the case they should be included on the list, should email camille@focalattractions.com.au
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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