The 2012 MyImage survey – which annually takes the pulse of Danish marketing executives’ familiarity with advertising, media and web agencies – shows that Creuna has increased its recognition quotient by 8% since last year, thereby strengthening its position as the largest and best-known web agency in Denmark.
According to the survey, conducted by MyResearch in cooperation with Bureaubiz and Dansk Annoncørforening (the Danish Advertising Association), Creuna takes an absolute first place as concerns both overall recognition (60%) and qualified familiarity among marketing executives (21%). The latter represents those who know Creuna “thoroughly” or “well”. By comparison, the closest agency after Creuna only scored 11% on qualified familiarity.
For Creuna, the figures represent an 8% increase in overall familiarity from 2011’s 52%. “It’s a number we’re proud of”, says marketing chief Anders Uttrup, “especially when many competing digital agencies significantly increased their own marketing and PR efforts in the same period”.
The survey shows that web agencies have more and more influence as strategic partners for marketing executives. Thus, 21% see web agencies as their most important business partners in 2012, a tripling since 2010. The growth in web agencies’ strategic relevance is taking place at the expense of advertising and media agencies.
“It is gratifying that digital agencies have managed to move closer to the decision-making in businesses. This is not least because the businesses have had their eyes seriously opened to the digital role in their future strategy. But I also think it is due to the insistence by some of the country’s best digital agencies that digital and technological development be seen in a long-term strategic perspective. Many of the classic agencies are using digital channels exclusively to create short-sighted solutions, for example, banner campaigns, where they try to shout up customers for a limited period”, says Uttrup.
About the MyImage survey
The purpose of the MyImage survey is to illuminate advertisers’ and markeing executives’ views of Danish advertising, media and web agencies. It is conducted annually in cooperation with Bureaubiz and Dansk Annoncørforening. In 2012 it surveyed 41 advertising, 13 media and 28 web agencies, with responses from 384 marketing executives with combined marketing budgets of Dkk 14.4.