Ogilvy & Mather (O&M) is the country's 'best' advertising agency, according to AgencyTrack 2001, a syndicated study by ORG-Marg.
The study is based on perceptions about agencies among advertisers and agency employees. O&M dislodges Hindustan Thompson Associates (HTA), India's largest ad agency, from the number one position it occupied in the previous study, AgencyTrack 1999.
Ranjan Kapur, managing director O&M, India, said, "We have shown significant achievements since the last study of 1999. We are steadily rising above our competitors."
AgencyTrack 2001 is the fifth of similar studies which were conducted by ORG-MARG in 1990, 1995, 1997 and 1999. The study covered two target groups -- advertisers and agency personnel. Thirty four per cent of the advertisers rated O&M as the best agency compared to 19 per cent, who rates HTA as the best agency and the 9 per cent who voted for Lowe.
Interestingly, 59 per cent of non-O&M clients have expressed a desire to work with the agency, indicating avenues for inorganic growth for the agency. O&M has scored high in terms of employee perceptions as well. Of the 151 agency executives interviewed, 76 per cent voted the agency as being 'good to work for'. The study revealed that O&M was relatively weaker among smaller and medium-sized spenders. Across regions, the agency was weak in the east, which is an HTA bastion.
AgencyTrack 2001 covered Delhi, Mumbai, Kolkata, Chennai and Bangalore and conducted 290 structured interviews among advertisers and 151 interviews among agency executives. As far as advertisers are concerned, it covered companies of different sizes, ad spends, product types and management types.
Talking about the agency's future plans, Kapur said, "We will be more aggressive in terms of acquiring new business. Also this year will see significant acquisitions for the agency."
O&M is planning to acquire both specialised outfits and advertising agencies. The plans are also to invest more in O&M's relationship marketing group, which is aiming at becoming a Rs 100-crore entity by the year-end. O&M plans to provide a 360-degree communication solution to all its clients.
