ONLINE-ADS>> Ad Age agency survey

Debra Aho Williamson (DAW_at_crain.com)
10 Mar 97 16:50:00 CST

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To the Online Advertising List:

A few weeks ago I posted a note asking you to participate in an Advertising
Age survey concerning the ways marketers allocate their interactive project
work and how they think their traditional ad agencies stack up. Well, the
results are in, and they shouldn't be any surprise for ad agencies.

The key finding was that fewer than one-third of the marketing execs we
surveyed said their ad agency is their lead resource for interactive work.
Web developers, interactive agencies and even in-house resources all are
used nearly as often. What that means is agencies are just another name in a
list of suppliers, no better than (and sometimes far worse than) other
options.

The survey also found that clients are remarkably divided over how they
think their agency should handle interactive work. While 37% said they would
give more work to their agency if it formed a separate interactive unit,
nearly as many (26%) said they'd prefer their agency form an alliance with
an outside supplier. The same number said they wanted their agency to
educate all its staffers about interactive. For agencies that are frustrated
about how to proceed, here's a good reason why.

The results are based on a 300-person phone survey. We also received
responses from 108 online survey takers who, for the most part, echoed the
opinion of the phone survey participants.

If you'd like more information, you can find the article and accompanying
charts at http://adage.com/interactive/articles/19970310/article13.html.

If you'd like to obtain a copy of the entire survey, email David Arpin at
darpin_at_mediamark.com. Mediamark Research managed the survey for us.

Debbie Williamson
Editor, Interactive Media & Marketing
Advertising Age
http://adage.com
daw_at_crain.com

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