Australia’s top media agencies to be revealed at Mumbrella360
Research into what the industry and experts think of Australia’s top 18 media agencies will be revealed for the first time at next week’s Mumbrella360 conference. The research – conducted by Mumbrella in conjunction with research company Edentify – looks to measure perceptions of agencies across ten criteria:
- Planning
- Buying
- Strategy
- Innovation
- Talent
- Account management
- Commercial success
- Industry impact
- Momentum
- Client stability
The first stage of the research saw a survey of Mumbrella’s email database of nearly 30,000 industry readers of what they thought of the agencies. The second saw us carry out a similar exercise with a panel of eight industry experts made up of pitch doctors, consultants, media executives and headhunters. The results were then brought together to provide a score against each criteria, weighted 60% towards the expert panel.
As well as being revealed and discussed at Mumbrella360, the assessment of each agency is published, along with further analysis written by the Mumbrella team and by the agencies themselves, in the Mumbrella Media Agency Review book.Each agency also gets a total score out of 100.
MMAR will be on sale at Mumbrella360 after the session. The title is Mumbrella’s second book. The first was the Mumbrella Creative Agency Review, published last year.
The media agencies assessed are:
- Carat
- Ikon
- Initiaitive
- Match
- Maxus
- MEC
- Mediacom
- Mindshare
- Mitchell & Partners
- MPG
- OMD
- PHD
- Razor
- Slingshot
- Starcom
- TMS
- UM
- Zenith Optimedia
Mumbrella360 takes place on June 6 and 7 at the Hilton Hotel in Sydney. The MMAR research – presented by Mumbrella managing editor Robin Hicks – will be revealed at 10am on June 7. Among the panellists discussing what makes a good media agency are Alan Robertson of Kinesis Media and Greg Tremain, strategy director, MCM Media.
The presentation is immediately before a double session curated by PHD’s Chris Stephenson in which delegates working in media – including media sales and media agencies – will be asked to agree on the one topic they want to change – and on how the industry will make it happen.
Tickets for Mumbrella360 – and details of the program are available on the conference website.
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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I’ve been looking fwd to seeing this, since it was announced & after reading the creative one.
A question: like the creative agency one, will each agency’s city office be looked at separately? to use the first one listed as an e.g., will it look at Carat Sydney & Carat Mellbourne separately, or a national Carat?
Hi Pascoe,
This time round, we’ve assessed the agencies nationally – while there’s always another way of doing it, it seemed to make sense to us as the media agencies on the whole tend to have more of a national identity.
Cheers,
Tim – Mumbrella