Exclusive AA survey: When it comes to interactive work, agencies lose out

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Ad agencies just can't get a break when it comes to convincing their clients they can handle interactive work. After struggling for years to staff up new-media units, form alliances with technology partners and educate their employees, ad agencies still rank as just another supplier when marketers look for interactive expertise.

In the first study of its kind, Advertising Age and Mediamark Research Inc. conducted telephone interviews with 301 marketing executives to ascertain how they assign interactive projects and how their ad agencies stack up in key capabilities.

Just 29.2% of the telephone survey respondents say their ad agency is their lead resource for interactive marketing projects. While that's enough to rank agencies first, they're only a hair's breadth away from being overtaken by Web developers (26.6%) and in-house resources (22.9%).

For more on this survey see the full story in the IMM Special Report

Copyright March 1997, Crain Communications Inc.

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