Tuesday, October 03, 2006

All talk, no digital

Campaign (UK print edition, 29th of September) is running a special report on "how good are advertising agencies' digital departments". It is a topic close to my heart as I spent 4 years with Grey Interactive in Paris then London. In a nutshell, the report is a tale of deception. There is much talk of integration but few agencies have credible in-house interactive capabilities or truly partner with their digital counterparts. It is rather ironic considering that back in the late 90s, we all thought that the stand-alone full service interactive agency would have disappeared by now, absorbed by big ad agencies who would have wisen up to the trade. Reading the report, it seems pretty far off. Here is Campaign’s verdict. The first figure is how the agency rates itself, the second how Campaign rated them. 1 is for poor, 7 for outstanding. For the narrative bit, you’ll have to buy or steal the magazine.

  • AMV BBDO: 5/3
  • BBH: 7/6
  • CHI: 6/3
  • DDB: 6/5
  • Euro RSCG: 6/3
  • Grey: 5/3
  • JWT: 3/2
  • Leo Burnett: 5/3
  • Lowe London: 5/2
  • M&C Saatchi: 5/4
  • McCann Erickson: 4/3
  • Mother: 6/6
  • Ogilvy & Mather: 6/6
  • Publicis: 4/4
  • RKCR/Y&R: 4/2
  • Saatchi & Saatchi: 4/4
  • TBWA: 5/2
  • WCRS: 5/4

I’d like to see that for PR agencies now. PR Week anyone?

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