December 03, 2000

Would you really like to know who the best advertising agencies are - not just who has the largest billings?

Harris Interactive announced it will again conduct the Harris Interactive Advertising Agency Reputation Study.

Started 36 years ago, this in-depth study measures the attitudes of 600 senior marketing, advertising, and brand executives in a cross-section of the nation's advertisers. Going way beyond just measuring capitalized billings, the study reveals how the top agencies rank against each other in 30 important criteria like:

--Which agency produces the most effective creative?

--Which agency is considered the most careful with its client's money?

-- Which agency is thought to have the most responsive account group?

The study, which is only available to ad agencies and marketing consultants on a subscription basis, has proven in the past to be a valuable source of data for new business development, personnel recruitment and competitive analysis.

Said Humphrey Taylor, chairman of the Harris Poll: "The Harris Interactive Advertising Agency Reputation Study is really the definitive measure of the market to which agencies are selling. It is by far the best roadmap to competitive positioning for all the leading agencies and those who wish to rival the top seated agencies for new business. I won't name names, but we do know that in the past, certain agencies, eager to position themselves for acquisition, and acquisitioners, bent on ensuring ROI, have used the study results to confirm asset value on the balance sheet."

The Harris Interactive Advertising Agency Reputation Study is currently being fielded by Harris Interactive Marketing Communications Research and is scheduled for release in March 2001. Subscriptions from agencies and agency consultants are due no later than January 2, 2001. Interested subscribers should contact LaSharn Williams at 800-866-7655 ext. 7135 for further detail.

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