OgilvyOne scoops the DM pool

OgilvyOne, the direct marketing arm under the Ogilvy & Mather umbrella has overwhelmingly been nominated by client marketers as the agency they would most likely hire to manage their direct marketing duties, taking a commanding 16.9% share of all recommendations.

Tied neck and neck in second place was Rapp Collins, part of the DDB group, and MRM Worldwide, part of the McCann Worldgroup, both taking a 3.76% share of all clients' recommendations. In total, 63 agencies were nominated by clients in the direct marketing category.

Dominating much of the top 10 list were the big international agencies, including 141 Worldwide in fourth place, as well as Wunderman, Proximity and the G2 offering from Grey Worldwide. Direct Marketing Asia was the only non-globally aligned network to be highlighted among the top 10 agencies.

On a client and agency split, the data highlights some alarming realities for the DM sector. Just one agency in the top 15 list, MRM Worldwide, managed to secure a higher client recommendation than agency recommendation. The DM sector is clearly failing to communicate and educate client marketers about their business.

Added to this is the fact that a number of non-DM specific agencies have crept into category. JWT, Euro RSCG, OMD and even the Yellow Pages have scored high recommendations from client marketers and in some cases higher recommendations than the DM-specific agencies. Not a good sign for one-to-one marketing agencies.

Aside from OgilvyOne, which ranked highly by both senior agency managers as well as senior marketers, also out performed their competitors in the media and entertainment secot, wholesesale and retail sector as well as the automotive sector.

Wunderman, which took a strong second place in agency ranking with 8.9% share of agency votes, fell short in client recognition which lagged at 2.35%. Again, TBWA\'s Tequila registered a strong vote among agency peers, particularly with a creative agency background strong, coming in third place at 6.85%, but on the client side generated a 1.41% of clients vote.

It's hard to escape OgilvyOne's strength in the local market, but interestingly 22.3% of its client supporters were marketers with regional and international responsibilities, with just 2.33% its votes coming from marketers with a specific Hong Kong focus.