Digital Agency Report Cards 2008 | Adweek Digital Agency Report Cards 2008 | Adweek
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Digital Agency Report Cards 2008

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Digital agencies made strides in 2008, although the slowing economy cramped their expansion in the last half of the year. After notching 23 percent growth in 2007, the agencies profiled in this year's report averaged 15 percent growth. The number is expected to drop again in 2009 as agencies with financial and automotive accounts can bet on spending being slashed.

 This year, we cut the number of shops receiving report cards from 10 to 8, selecting shops based on their size and market presence. No two agencies are alike, but we aimed to include U.S.-based shops that operate in the same competitive set for large advertisers needing a digital shop. Two notes: We only evaluated interactive specialists, shops with over half of their revenue derived from digital. And, digital shops were graded on global performance.

Here's how we arrived at our grades. With the help of Alan Gottesman, managing director of West End Consulting, we evaluated the numbers primarily on global revenue percentage gain (taking into account the size of the shop), revenue/staff ratio and how well a shop did at accelerating revenue growth faster than staff expansion. Creative: We evaluated the agencies on creativity, originality and strategy. We gave extra points for powerful marketing ideas.

Emerging Media: This category includes social networks, mobile and smart use of technology tools. Management: We rated how well executives ran their agencies, whether by starting new practice areas, shifting positioning, making key hires or securing big accounts.

The final grade is an average of these four marks.

AKQA: B+

DIGITAS: B-

MRM: B-

OGILVY: C-

ORGANIC: C

RAZORFISH: C+

R/GA: A-

TRIBAL DDB: B-


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