While all respondents in the survey thought it was becoming more important, more than a third thought an agency could never be neutral in the way it planned.
Almost three-quarters of respondents in both creative and media agencies thought that their respective agencies would change to embrace the media-neutral planning discipline. However, 72 per cent also thought the debate had been hyped up.
The survey, based on a panel of 130 people, revealed that the main beneficiaries of a move to media-neutral planning would be event marketing and PR, both of which received more than 50 per cent of votes, sponsorship and direct marketing.
Outdoor and radio also performed well, but conversely nearly 70 per cent felt TV's role would diminish with the adoption of the strategy, while just over a quarter thought it would stay the same.
The survey precedes the Media-Neutral Planning conference, supported by Campaign and Marketing, and chaired by Simon Marquis, the ZenithOptimedia chairman, on Friday 21 November.