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
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