Millward Brown conducted the 4th Annual PRWeek/MS&L Marketing Management Survey that measures how holding companies do integrate the regular media buy of TV and radio along with new media buy that offers more creative and innovative soltions together with ROI.
Only an unbelievable 7.5 percent of marketers surveyed said that holding companies were effective at all with offering intergrated strategies in comparison to independent companies.
"The survey polled 266 senior marketers, of which 19.2 percent are CMOs, 32.7 percent are marketing VPs and 21.8 percent are directors or associate directors of marketing.
"When asked which large ad holding companies did a good job of offering integrated marketing strategies, marketers' top choice was Omnicom, with a mere 17.3 percent of respondents selecting it. WPP was second with 11.7 percent, followed by Interpublic Group at 10.9 percent, Publicis Groupe at 7.9 percent and Havas at 3.8 percent. The The top answer - chosen by 68.8 of marketers - was "none of them."
Marketers themselves are increasingly gravitation toward the Internet as 19.9 percent are now podcasting, another 25 percent are using viral web campaigns; and 21.4 percent are taking advantage of blogging.
This is significant as last year those using the Internet was almost half of this year. Last year 9.8 percent used the Internet versus 19.2 percent this year. Half of them also said that their Internet budgets have increased.
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