MOSCOW, December 14, 2007 Russian Public Opinion Research Center (VCIOM) upon request of Committee for vocational education of Russian Association of Communication Agencies (RACA) presents ratings of appeal for advertising agencies as employers.
According to the rating, the most appealing employers among advertising agencies in Moscow are BBDO Russia Group, including «Optimum Media OM», AA "Instinct". The second place in the rating of appeal occupies ADV Group, including AA "McCann Erickson", AA "Znamenka", AA "MPG Russia", whereas the third place belongs to Publicis Group, including AA "Rodnaya Rech", AA «Leo Burnett Group Russia», AA "Starcom MediaVest Group", AA «Zenith Optimedia». The most appealing agency in the media sellers' category turned out to be Video International, whereas the leader in the outdoor advertising contractors is now News Outdoor. Moscow creative experts, advertising companies of client-side services, media experts, students of advertising departments all prefer to work for BBDO Russia Group.
The state of affairs is a lot more diverse in other big cities of Russia. The rating of appeal among advertising agencies in St. Peterburg is headed by Great, in Novosibirsk by R.I.M., in Krasnoyarsk it is topped by Kaverzin Advertising Studio, in Samara the leader is AA "Absolut", in Yekaterinburg - AA "Voskhod".
The methodology that the rating is based on consists in the following: the respondents were asked to name and rate 3 of their cities´ advertising agencies of their own accord. These should be the agencies that they consider best according to each of the 12 criteria of an employer´ appeal in the advertising sector. Thus, each respondent could make up to 36 references to different companies. The rating of appeal is based on calculating the total of these references throughout the whole selection. At the same time, the value of each "reference" to an agency depending on its place (first, second or third) and the importance of the criteria were also taken into consideration.
The VCIOM opinion poll was conducted on September 10-28, 2007. 764 respondents were interviewed, including 314 people in Moscow as well as 90 in each of St. Petersburg, Novosibirsk, Ekaterinburg, Samara andKrasnoyarsk. Workers of advertising agencies were polled by way of a telephone interview observing the quotas as to agency type and specialization, as well as students of advertising departments by way of a personal interview. The list of criteria was determined in a series of expert interviews with people working in advertising services and was approved by the RACA education committee on September 6, 2007; the significance of each criterion (its "weight") was deducted in the course of an expert survey of RACA committee on vocational education on September 14-19, 2007.
Rating of appeal of advertising agencies as employers in Moscow | ||
Place in the Rating | Name of Agency | Number of points |
1 | BBDO Russia Group, including «Optimum Media OM» (23 points), AA "Instinct" (7 points) | 271 |
2 | ADV Group, including AA "McCann Erickson" (30 points), AA "Znamenka" (6 points), AA "MPG Russia" (8 points) | 65 |
3 | Publicis Group, including AA "Rodnaya Rech" (25 points), AA «Leo Burnett Group Russia» (24 points), AA "Starcom MediaVest Group" (6 points), AA «Zenith Optimedia» (4 points) | 59 |
4 | Art. Lebedev Studio | 47 |
5 | Maxima Group | 29 |
6 | Prior! | 18 |
7 | Old Town | 18 |
8 | Mir reklamy | 16 |
9 | Defa | 12 |
10 | Saatchi & Saatchi Russia | 12 |
Rating of appeal of media selling companies as employers in Moscow | ||
Place in the Rating | Name of Agency | Number of points |
1 | Video International | 101 |
2 | NTV-Media | Less than 1 |
3 | Alcasar | Less than 1 |
Rating of appeal of outdoor advertising contractor as employers in Moscow | ||
Place in the Rating | Name of Agency | Number of points |
1 | News Outdoor | 39 |
2 | Gallery | 9 |
Rating of appeal of advertising agencies as employers among creative experts in Moscow | ||
Place in the Rating | Name of Agency | Number of points |
1 | BBDO Russia Group, including «Optimum Media OM» (23 points), AA "Instinct" (7 points) | 226 |
2 | Publicis Group, including AA "Rodnaya Rech" (25 points), AA «Leo Burnett Group Russia» (24 points), AA "Starcom MediaVest Group" (6 points), AA «Zenith Optimedia» (4 points) | 56 |
3 | Art. Lebedev Studio | 54 |
4 | Prior! | 33 |
5 | ADV Group, including AA "McCann Erickson" (30 points), AA "Znamenka" (6 points), AA "MPG Russia" (8 points) | 26 |
Rating of appeal of advertising agencies as employers among client-side services experts in Moscow | ||
Place in the Rating | Name of Agency | Number of points |
1 | BBDO Russia Group, including «Optimum Media OM», AA "Instinct" | 267 |
2 | ADV Group, including AA "McCann Erickson", AA "Znamenka", AA "MPG Russia" | 76 |
3 | Maxima Group | 49 |
4 | Art. Lebedev Studio | 45 |
5 | Publicis Group, including AA "Rodnaya Rech", AA «Leo Burnett Group Russia», AA "Starcom MediaVest Group", AA «Zenith Optimedia» | 37 |
Rating of appeal of advertising agencies as employers among media experts in Moscow | ||
Place in the Rating | Name of Agency | Number of points |
1 | BBDO Russia Group, including «Optimum Media OM», AA "Instinct" | 212 |
2 | ADV Group, including AA "McCann Erickson", AA "Znamenka", AA "MPG Russia" | 89 |
3 | Post-Media | 44 |
4 | Prior! | 43 |
5 | Movie | 30 |
Rating of appeal of advertising agencies as employers among students of advertising departments in Moscow | ||
Place in the Rating | Name of Agency | Number of points |
1 | BBDO Russia Group, including «Optimum Media OM», AA "Instinct" | 462 |
2 | Publicis Group, including AA "Rodnaya Rech", AA «Leo Burnett Group Russia», AA "Starcom MediaVest Group", AA «Zenith Optimedia» | 152 |
3 | ADV Marketing Communications Group, including AA "McCann Erickson", AA "Znamenka", AA "MPG Russia" | 118 |
4 | Art. Lebedev Studio | 63 |
5 | Saatchi & Saatchi Russia | 55 |
Rating of appeal of advertising agencies as employers in St. Petersburg | ||
Place in the Rating | Name of Agency | Number of points |
1 | Great | 228 |
2 | SPN Ogilvy | 198 |
3 | Publicity & Design | 135 |
4 | News Outdoor | 111 |
5 | Zebra | 107 |
6 | Nebo | 99 |
7 | Illan | 91 |
8 | Coruna | 72 |
9 | Mir | 57 |
10 | ACG - Saint-Petersburg | 56 |
Rating of appeal of advertising agencies as employers in Novosibirsk | ||
Place in the Rating | Name of Agency | Number of points |
1 | R.I.M. | 370 |
2 | Melekhov & Filurin | 228 |
3 | Petra | 219 |
4 | Hollywood | 81 |
5 | Kit | 70 |
6 | Aliance Media | 67 |
7 | Afina Pallada | 61 |
8 | Art Business Line | 59 |
9 | Design Master | 43 |
10 | Reklama Online | 37 |
Rating of appeal of advertising agencies as employers in Yekaterinburg | ||
Place in the Rating | Name of Agency | Number of points |
1 | Voskhod | 183 |
2 | KrikCentre (ABV) | 148 |
3 | Terminator | 98 |
4 | Delta-Plan | 92 |
5 | MediaPilot | 86 |
6 | Newton | 80 |
7 | Stolzman & Katz | 66 |
8 | Telets Video International | 60 |
9 | Boomerang | 55 |
10 | Abrikos | 45 |
Rating of appeal of advertising agencies as employers in Samara | ||
Place in the Rating | Name of Agency | Number of points |
1 | Absolut | 262 |
2 | Zebra | 53 |
3 | Africa | 50 |
4 | Solo | 48 |
5 | Green Street | 46 |
6 | Reka | 46 |
7 | Capital | 43 |
8 | Stas | 35 |
9 | Avrora-BTL | 27 |
10 | Neon Line | 27 |
Rating of appeal of advertising agencies as employers in Krasnoyarsk | ||
Place in the Rating | Name of Agency | Number of points |
1 | Kaverzin advertising studio | 173 |
2 | Vezdehod | 163 |
3 | ONIX | 151 |
4 | RBS | 140 |
5 | Media fabrika | 119 |
6 | Orientir-M | 111 |
7 | Stive&Barton | 92 |
8 | ArtStyle | 84 |
9 | MediaCenter | 58 |
10 | Magistral | 34 |
The "weight" of the different criteria of employer appeal in the advertising sector, % | |
Professionalism of the team | 10,0 |
The level of salaries | 9,6 |
Job climate | 9,2 |
The agency´s general status and popularity | 9,2 |
The clients and brands´ reputation, budget sizes | 9,2 |
Career and professional growth prospects | 9,2 |
Attitude to staff | 8,7 |
Quality of promotional materials | 7,9 |
Creative latitude | 7,4 |
The directors´ (owners´) status and reputation | 7,0 |
Level of organization of work | 6,6 |
Stability of employment | 6,1 |