China agencyScope 2014: Media Agencies General Report

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Transcript of China agencyScope 2014: Media Agencies General Report

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1CHINA agencyScope 2014 A research study conducted by Grupo Consultores and R3, since 20062006Grupo Consultores5th Edition, 2014 , 2014

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CLIENT-MEDIA AGENCY TRENDSINTRODUCTION, METHODOLOGY, & TECHNICAL DATA

ADVERTISERS AND THEIR RELATIONSHIPS WITH MEDIA AGENCIES

MEDIA AGENCIES OVERVIEW

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#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

INTRODUCTION,METHODOLOGY,& TECHNICAL DATA

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#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS3

19782008

201120032009201320122010200620052009

IntroductionagencyScope Globally

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS2014 report is the fifth edition of the Study in China.

Only Senior Decision Makers were Interviewed.

Face-to-face and telephone, 40min-1 hour interviews.

Fieldwork: August - December 2013.

A tool for taking action.

Introduction2014

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20138 201312

Introduction

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS5

Analysis of trends: Forecasting the Client - Agency relationships Future.

Understanding Agencies Perceptions amongst prospective clients.

Measure Agency Performance amongst current clients.

Data Process, Analysis & Report writting: January-February 2014 by R3:GC.Introduction-

R3/ GC 20141Introduction

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS6

IMAGE STUDIES # RELATIONSHIPS Marketers on Media Agencies 230 Marketers on Advertising agencies 314 Marketers on Marketing Services agencies 102 Marketers on Digital agencies 243

Methodology

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

201420122010Below 40M 412.313.320.341 - 100M 41 112.314.526.4101 - 200M 1 1 25.910.312.8201 - 500M 21 515.818.214.9501 - 1B 5 1 1010.86.76.8Above 1 B 1011.85.57.4DK/NA /31.031.511.5Average RMB744.09450.09418.68

Technical dataMarketing Budget (%)Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010201420320121652010148

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTSBase: 203 interviewees in 2014201420348% of budget goes to above-the-line campaigns, 35% to below-the-line and 17% to Digital.

In the UK investment in Digital goes up to 22.5%.

Technical dataBudget Split (%) (%)48%35%17%

22.5%

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTSTechnical data 201420122010Technical dataType of company (%) (%)Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010201420320121652010148

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTSTechnical dataCompanies interviewed (59% that agreed to share their name) (59%)

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

ADVERTISERS & THEIR RELATIONSHIPS WITH MEDIA AGENCIES

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#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS12

MEDIA AGENCY SELECTION

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTSNEGOTIATING SKILLS MEDIA PLANNING AND BUYINGTHE AGENCYS PEOPLE / TEAM PERFORMANCE TRANSPARENCYAGENCY EXPERIENCE IN A SIMILAR SECTOR IN CHINA DISPLAY RECOMMENDATION OF ADVERTISER HEAD OFFICE THE COST OF SERVICE MY PREVIOUS RELATIONSHIP WITH THE AGENCY SIZE OF THE AGENCY MULTINATIONAL AGENCY /NETWORK /SEO / SEM THE CONTRIBUTION OF RESEARCH SERVICE RANGE AFFILIATE MARKETINGMULTIPLE LOCATIONS /

Very Important Important Just an influence Not Important Agency selection Selection criteria (%) (%)Base: 203 interviewees in 20142014203

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTSAble to negotiate prices in mediaStrong icommunications planning Strong in insights, research and toolStrong digital media offering /Good account service Creative in media thinking Good international network

BENCHMARKCHINAINDIAMEXICO

Agency selection Importance of attributes (Score 0 10) (0-10)

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTSPitch (Strategy and rates) Pitch (Strategy) Trial assignment / Project /Selection by credentials No pitchWorkshop Consultants

201220142010

Media agency selection Selection Method (%)(%)Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010201420320121652010148

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MEDIA AGENCIES -ADVERTISERS RELATIONSHIPS

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

BENCHMARKCHINAINDIAMEXICO

Media Agency-Advertiser relationships - Duration of the relationship (average) ()

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

TYPE OF AGENCIES# AGENCIES 2014 2014 # AGENCIES 2012 2012 Average number of Media agencies 1.202.0 Average number of Marketing Services agencies 2.315.5 Average Number of Advertising agencies 2.223.5 Average number of Digital agencies 2.483.3TOTAL AVERAGE OF AGENCIES8.2114.30

Agency-Advertiser relationships - Number of Agencies by client (%)

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

MEDIA AGENCIES COMPENSATION

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 2014 Mix (fee+commission): 0.6%2014(+): 0.6%Fee / Retainer Commission Project based

201220142010

Agency Compensation Compensation methods (%) (%)Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010201420320121652010148

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

Agency Compensation Who leads compensation process (%) (%)Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010201420320121652010148

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CHANGINGMEDIA AGENCIES

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTSTOTAL CLIENTS Multinational State owned Locally owned

Average (0%-100%)35.1037.0625.7131.16

Changing agenciesContribution to Business Growth (%) (%) Clients in average in China believe media agencies contribute to their business growth in 35%. Multinational clients are the ones that believe media agencies help them more to grow their business (37%).

35%37%

Base: 203 interviewees in 20142014203

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BENCHMARKCHINAINDIAMEXICO

Changing agenciesSatisfaction with current agency (%) (%)

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The Media Agencies Overview3

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HIGH PROFILE CAMPAIGNS

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTSBRAZILCHINAINDIAMEXICOUK

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High profile Campaigns

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTSMost respected Companies123456789

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BRAZILCHINAINDIAMEXICOUK

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW [email protected]

THANK [email protected]ores.com

#AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS3030