PRWeek released today the results of its 2006 Marketing Management Survey. A few insightful stats:
When asked which big ad holding companies did a good job of offering integrated marketing strategies, the top company was Omnicom at only 17.3% of the vote, followed by:
WPP with 11.7%
Interpublic Group at 10.9%
Publicis Groupe at 7.9%
Havas at 3.8%
The top answer by a long stretch, at a whopping 68.8%, was “none of them.”
Only 7.5% of marketers said holding companies were more effective at offering integrated strategies than independent firms.
When asked what external partner would you most likely seek to plan integrated communications, 27.8% of marketers said a consulting company, 28.6% said a PR agency, and ad agencies came in third with 20.7%.
The most significant change over last year’s agency mix is that the number of marketers using Internet/new-media agencies has nearly doubled, from 9.8% to 19.2%, and half have seen their new media budgets increase
Marketers are using very new media 19.9% are podcasting, up from zero percent two years ago 25% are using viral Web campaigns 21.4% are creating blogs.
Respondents were asked to pick which disciplines were most suited for various tasks, and advertising was not the first choice for any. PR was the discipline of choice for product launches; generating word of mouth; building corporate reputation; managing a crisis; and changing perceptions. Direct marketing was the preferred tool for ongoing product promotion; targeting niche audiences; and increasing sales.
– Voce Nation
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