The results of this year’s Danish image survey, MyImage analysis conducted by MyResearch, are in and OMD has taken the top spot, putting an end to Carat’s three-year reign.

The comprehensive survey, one of the most extensive marketing decision-making surveys in Denmark, sees over 1,000 marketing professionals participate.  Established in 1998 by Børsens Nyhedsmagsin, MyResearch has been running the survey since 2008. The overall image score, ‘BrandPower’, is based on two parameters:

• ‘Brand Strength’ is based on knowledge of the agency, the desire to invite the agency to pitch, and momentum – which is the desire to invite the agency to pitch adjusted for the agency’s customer share and
• ‘Brand Positioning’ is based on 9 image dimensions among advertisers who know little about the agency (i.e. those who only know the agency’s name are not included).

OMD Denmark took the top spot in both Brand Strength and Brand Positioning, meaning that for the 17th time (in 22 years), OMD is perceived as Denmark’s strongest media agency.

OMD closed 2019 having been named Denmark’s most awarded media agency in 2019 by Bureaubiz in the annual Bureaurapport. The awards performance for media agencies in Denmark has been measured by since 2011 and OMD is proud to have taken the top spot 7 times in 9 years.

The full results of the MyImage analysis are:

Top 5 – Media agencies, overall 

1. OMD (2)
2. Carat (1)
3. Dentsu X (5)
4. Orchestra (9)
5. Vizeum (7)

Top 5 – Media Agencies – Fire strength

1. OMD (2)
2. Carat (1)
3. Dentsu X (4)
4. Orchestra (9)
5. MediaCom (3)

Top 5 – Media agencies – Brand position

1. OMD (5)
2. Orchestra (8)
3. Wavemaker (1)
4. Havas (11)
5. Carat (4)

Strategically strong

1. OMD (2)
2. Havas (11)
3. Carat (3)

Are skilled at negotiating prices / terms

1. OMD (2)
2. Orchestra (10)
3. MediaCom (4)

Top 3 – Media agencies – qualitative parameters (last year’s placement in brackets) 

Good for creating results

1. Orchestra (8)
2. OMD (2)
3. Havas (11)

Good for analyzing and using data 

1. w / Six (2)
2. OMD (4)
3. Wavemaker (1)

Good for integrating communication solutions

1. Vice (1)
2. Havas (2)
3. OMD (8)

Has good digital skills

1. Wavemaker (1)
2. w / Six (3)
3. OMD (7)

You can read more about the analysis and order the reports at  www.myresearch.dk