Industry says Google, UM best in the business, but MediaCom toughest negotiators

By AdNews | 23 May 2014
UM's Mat Baxter, Google's Lisa Bora and Mediabrands' Henry Tajer.

Agencies and clients have awarded Google top marks this year, with the search giant taking out both Media Company and Media Brand of the Year in the 2014 Media Benchmark Study. The award was based on feedback from media agencies and national advertisers surveyed by Roy Morgan.

Meanwhile, media agency UM was rated highly by media salespeople – UM came out on top when ranked by knowledge, communication and collaboration, but came second to MediaCom in negotiation.

Google's dual award was presented by Mediabrands executive chairman Henry Tajer and UM CEO Mat Baxter to Lisa Bora, Google industry leader, agency sales and development, at yesterday's Media Sales Summit at Royal Randwick.

"We're absolutely delighted and humbled to win this award so thank you very much to our agency partners," Bora said. "In the last two years Google has spent a lot of time driving deeper and harder conversations and partnerships with our agency partners, both media and creative, some of which was referenced today.

“I think it's that collaborative approach that our clients are really relishing. So here's to a brighter future with collaboration being the key."

Google topped all five rankings measures for Media Company of the Year – culture, performance, innovation, leadership and professionalism. Media Brand of the Year was awarded based on two rankings measures, professionalism and performance, both of which Google also topped. Yahoo!7 came in second.

Last year's Media Brand and Media Company of the Year winners, Seven and Fairfax, didn't fare so well this time around. Seven West Media only placed among the top five companies in two categories, and Fairfax in one category.

The full report will be available for purchase from the Roy Morgan Online store on Monday. There's loads of information gleaned from marketers, media salespeople and agency staff covering topics such as job and pay satisfaction, issues and trends, new technology and more.

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