Started 36 years ago, this in-depth study measures the attitudes of 600 senior marketing, advertising, and brand executives in a cross-section of US advertisers. Going beyond just measuring billings, the study aims to reveals how the top agencies rank against each other in 30 important criteria. These include such criteria as which agency produces the most effective creative, which agency is considered the most careful with its client's money and which agency is thought to have the most responsive account group? The study, which is only available to ad agencies and marketing consultants on a subscription basis, has proven in the past to be a valuable source of data for new business development, personnel recruitment and competitive analysis. According to Humphrey Taylor, chairman of the Harris Poll, "The Harris Interactive Advertising Agency Reputation Study is really the definitive measure of the market to which agencies are selling. It is by far the best roadmap to competitive positioning for all the leading agencies and those who wish to rival the top seated agencies for new business. I won't name names, but we do know that in the past, certain agencies, eager to position themselves for acquisition, and acquisitioners, bent on ensuring ROI, have used the study results to confirm asset value on the balance sheet." The Harris Interactive Advertising Agency Reputation Study is currently being fielded by Harris Interactive Marketing Communications Research and is scheduled for release in March 2001.