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Mumbrella reveals media agencies to be featured in book

Big networks and smaller independent brands are to feature in the Mumbrella Media Agency Review, a guide to Australia’s most significant media agencies to be published this year.

Eighteen media agency brands will be featured in the book, which critically assesses their strengths and weaknesses.

As part of the assessment process, agencies will be subject to the scrutiny of a panel of industry experts – as well as by Mumbrella’s readers in a survey of Mumbrella’s email subscribers to launch tomorrow.

The survey will ask readers to rate agencies on criteria such as planning, buying, strategy, commercial success and innovation, and also provide critical commentary on the featured agencies.

In alphabetical order, the agencies are:

  • Carat
  • Initiative
  • Ikon
  • Match
  • Maxus
  • MEC
  • MediaCom
  • Mindshare
  • Mitchell & Partners
  • MPG
  • OMD
  • PHD
  • Razor
  • Slingshot
  • Starcom MediaVest
  • TMS
  • UM
  • Zenith Optimedia

The agencies were chosen by Mumbrella in consultation with a panel of clients, former clients, recruiters and media owners.

Agencies must be more than 12 months old to be eligible, which excludes the likes of STW Group’s Bohemia and the newly relaunched Aegis brand Vizeum. They must also buy media, which rules out the likes of comms planning specialist Naked Communications.

MCAR coverThe results from the survey, to be conducted by research firm Edentify, are to be published at the Mumbrella360 conference on June 6.

The Mumbrella Media Agency Review follows a similar structure to the Mumbrella Creative Agency Review, which was published last year.

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