CREAM stands for Client Relationships and Experiences with Agencies in Malaysia. The survey is commissioned by MARKETING magazine, conducted by TNS-RI using their world-famous TRI*M stakeholder measurement tool, and in collaboration with R3, one of the world's leading agency evaluation and assessment specialist.
This time there were 400 respondents who gave more than 700 responses via an extensive questionnaire. All respondents were clients, ie. advertisers who are decision makers in the Creative and Media agency relationship. The entire process took two months in late 2010.
And the results are ...
CREAM Creative Agency of the Year 2010:
2nd RunnerUp Leo Burnett
CREAM Media Agency of the Year 2010:
Champion Carat Media
1st RunnerUp Mindshare
2nd RunnerUp Maxus
CREAM 'Most Recommended' Agency of the Year 2010 - Mindshare
CREAM 'Best in Account and Business Orientation' Agency of the Year 2010 - Dentsu
CREAM 'Best in Quality of Talent' Agency of the Year 2010 - Mindshare
CREAM 'Best in Strategic Abilities' Agency of the Year 2010 - Maxus
CREAM is a valuable learning curve for creative and media agencies in our industry. Agencies regularly quote their CREAM rankings in industry news and new business pitches. CREAM remains a qualitative benchmark in understanding how clients get along with Creative and Media agencies in Malaysia.