Mumbrella to launch major research project examining advertising agencies performance

mUmBRELLA_360Mumbrella is set to undertake one of the most ambitious studies of advertising agency capabilities ever undertaken in the Australian market.

The major project is being led by Mumbrella deputy editor Robin Hicks with the results revealed at this year’s Mumbrella360 conference.

Criteria to be examined include creativity, effectiveness, integration, planning, talent, commercial success, account management, impact on the industry, momentum and client stability.

In its first year, the study will examine Australia’s top 25 advertising agencies.

Mumbrella’s insights will come from three major areas:  

The first involves the creation of an expert panel of industry watchers whose jobs expose them to all of Australia’s major agencies. They include pitch consultants, clients and former clients, headhunters and a number of recruiters.

This panel will provide in-depth assessments of each agency’s abilities. Their anonymised comments will be compiled by Mumbrella as part of the report. As well as the panel’s qualitative input, they will also provide scores on each of the criteria for each of the agencies. The panellists will be announced when all participants have been recruited.

A second part of the assessment will see Mumbrella call on its email database of more than 23,000 people working in the media and marketing industry – probably the biggest database of its type in Australia. Mumbrella readers will be asked to complete a survey which will provide data on industry perceptions of each agency.

A third – and smaller – element will assess performance in industry awards. To avoid a multiplier effect of a single campaign winning at various events, the awards included in the scoring will be limited to performance at a small number of key events. Initially this will be The Cannes Lions and The Effies awards which recognise evidence of advertising effectiveness.

Each agency will also be offered the opportunity to contribute its own assessment on its performance for publication as part of the process.

The results of the project will be revealed for the first time at Mumbrella360, the major media and marketing conference being organised by Mumbrella in Sydney on June 7 and 8. The full findings will be available in print afterwards.

After the initial results of the study are published, Mumbrella’s expert panel will update its scores once a year. Mumbrella’s readership will be surveyed once a year – and at a different time to the expert panel. Scores for agency awards will also be updated, with old scores discarded as new events take place.

As a result, the score for each agency will change regularly across the year. Mumbrella’s full report – which will also be available in print format – will be revealed once a year as part of Mumbrella360.

Other elements of Mumbrella360 already announced include a session on ethics in marketing, a discussion on whether advertising has become too boring, and parallel streams focusing on marketing to Gen X, Gen Y, Gen Z and baby boomers. Meanwhile,  senior media agency bosses who will lead a conversation on the move to automated trading, while another session will work to create a manifesto for the future of the media industry. There will also be a live marketing experiment curated by Naked Communications.

Discounted early bird tickets for  Mumbrella360 are available until next Friday. For further details click here.


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