China agencyScope 2014: Media Agencies General Report

50 %
50 %
Information about China agencyScope 2014: Media Agencies General Report
Marketing

Published on March 20, 2014

Author: r3_asia_pacific

Source: slideshare.net

Description

China agencyScope 2014 is research study on the trends of the Marketing Industry in China. The study also gathers data on the perception and performance trends of Creative, Digital, Media, and Marketing Services Agencies in China.

R3 Worldwide and Grupo Consultores have been doing this study since 2006 in China. In this edition, the field study was done between August 2013 to December 2013 by conducting 40 minutes to 1 hour interviews with Senior Decision Makers in China's biggest companies/organisations.

In this presentation you will get a glimpse of what are the general trends of the Media Industry in China.

1 CHINAagencyScope 2014 中国营销趋势研究 A research study conducted by Grupo Consultores and R3, since 2006 始于2006年,由Grupo Consultores与胜三共同执 行的调查研究 5th Edition, 2014 第五版, 2014

2 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS CLIENT- MEDIA AGENCY TRENDS INTRODUCTION, METHODOLOGY, & TECHNICAL DATA 概述,研究方法,数据 ADVERTISERS AND THEIR RELATIONSHIPS WITH MEDIA AGENCIES 广告主与代理商的关系 MEDIA AGENCIES’ OVERVIEW 代理商概况 广告主与代理商趋势 1 2 3

3 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS INTRODUCTION,METHODOLOGY, & TECHNICAL DATA 概述,研究方法,数据 1

4 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 1978 2008 2011 2003 2009 2013 2012 2010 2006 2005 2009 Introduction 简介 agencyScope Globally 营销趋势调研全球分布

5 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS  2014 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. Introduction  2014年报告为中国地区第五版  受访者为高级市场营销决策者  时长40分钟至1小时的面对面深度访问  实地调查:2013年8月 – 2013年12月  用于采取行动的工具 Introduction 概述

7 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS IMAGE STUDIES 形象调研 # RELATIONSHIPS 关系数量 Marketers on Media Agencies 广告主与媒介代理商关系 230 Marketers on Advertising agencies 广告主与传统广告代理商关系 314 Marketers on Marketing Services agencies 广告主与市场营销代理商关系 102 Marketers on Digital agencies 广告主与互动代理商关系 243 Methodology 研究方法

8 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 2014 2012 2010 Below 40M 4千万以下 12.3 13.3 20.3 41 - 100M 4千1百万 – 1亿 12.3 14.5 26.4 101 - 200M 1亿 1百万 – 2亿 5.9 10.3 12.8 201 - 500M 2亿1百万 – 5亿 15.8 18.2 14.9 501 - 1B 5亿 1百万– 10亿 10.8 6.7 6.8 Above 1 B 10亿元以上 11.8 5.5 7.4 DK/NA 不知道/不适用 31.0 31.5 11.5 Average RMB 744.09 450.09 418.68 Technical data 数据 Marketing Budget 营销预算 (%) Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010 基数:2014年受访者为203位,2012年受访者为165位,2010年受访者为148位

9 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 48.4 34.7 16.9 Above-the-line (ATL) 线上营销 Below-the-line (BTL) 线下营销 Digital 互动营销 Base: 203 interviewees in 2014 基数:2014年受访者为203位 • 48% 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 data 数据 Budget Split (%) 预算分配 (%) • 分配给线上营销的预算占 48%,线下营销的预算占 35%,同时,互动营销占 17%。 • 在英国的调研结果显示, 互动营销的预算比例已经 上升到22.5%。

10 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS Technical data 数据 78.4 10.1 11.5 MULTINATIONAL 跨国企业 STATE OWNED 国有企业 LOCALLY OWNED 地方企业 2014 54.5 9.1 36.4 54.6 10.8 34.6 2012 2010 Technical data 数据 Type of company (%) 公司分类 (%) Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010 基数:2014年受访者为203位,2012年受访者为165位,2010年受访者为148位

11 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS Technical data 数据 Companies interviewed (59% that agreed to share their name) 受访广告主 (59%)

12 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS ADVERTISERS & THEIR RELATIONSHIPS WITH MEDIA AGENCIES 广告主与代理商的关系 2

13 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS MEDIA AGENCY SELECTION 代理商挑选

16 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 57.1 30.0 25.1 20.2 16.7 11.8 6.4 78.8 20.0 24.8 29.1 11.5 13.3 9.7 72.3 37.2 43.2 32.4 25.0 13.5 Pitch (Strategy and rates) 比稿(策略与价 格) Pitch (Strategy) 比稿(仅策略) Trial assignment / Project 试验性任务/项目 Selection by credentials 代理商资历 No pitch 不比稿 Workshop 讨论会 Consultants 第三方咨询 2012 2014 2010 Media agency selection 媒介代理商挑选 Selection Method (%) 选择方式(%) Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010 基数:2014年受访者为203位,2012年受访者为165位,2010年受访者为148位

17 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS MEDIA AGENCIES - ADVERTISERS RELATIONSHIPS 广告主与代理商的关系

18 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 4.58 4.01 5.13 4.60 BENCHMARK CHINA INDIA MEXICO Media Agency-Advertiser relationships 媒介代理商- 广告主关系 Duration of the relationship (average) 合作关系的持续时间 (平均)

19 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS TYPE OF AGENCIES 代理商类型 # AGENCIES 2014 2014年 代理商数量 # AGENCIES 2012 2012年 代理商数量 Average number of Media agencies 媒介代理商平均数量 1.20 2.0 Average number of Marketing Services agencies 营销服务代理商平均数量 2.31 5.5 Average Number of Advertising agencies 传统广告代理商平均数量 2.22 3.5 Average number of Digital agencies 互动代理商平均数量 2.48 3.3 TOTAL AVERAGE OF AGENCIES 总体代理商平均数量 8.21 14.30 Agency-Advertiser relationships 代理商- 广告主关系 Number of Agencies by client 广告主的代理商数量 (%)

20 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS MEDIA AGENCIES COMPENSATION 代理商付费机制

21 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 42.3 35.9 12.8 35.4 30.7 31.432.3 54.2 18.4 2014 Mix (fee+commission): 0.6% 2014年混合制(月费+佣金): 0.6% Fee / Retainer 月费制 Commission 佣金制 Project based 项目制 2012 2014 2010 Agency Compensation 代理商付费机制 Compensation methods (%) 付费方式 (%) Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010 基数:2014年受访者为203位,2012年受访者为165位,2010年受访者为148位

22 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 50.9 16.4 27.0 16.0 31.9 65.0 79.0 2014 2012 2010 Marketing市场部 Procurement 采购部 Both两者兼具 Dk/Na 不知/不适用 Agency Compensation 代理商付费机制 Who leads compensation process (%) 谁来主导付费过程 (%) Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010 基数:2014年受访者为203位,2012年受访者为165位,2010年受访者为148位

23 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS CHANGING MEDIA AGENCIES 更换代理商

24 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 13 12.1 11.1 17 16.5 18.6 11.1 12.8 13.1 15.4 3.7 10.6 81% to 100% 50% to 80% 11% to 50% Up to 10% TOTAL CLIENTS 所有代理商 Multinational 跨国企业 State owned 国有企业 Locally owned 地方企业 Average (0%-100%)35.10 37.06 25.71 31.16 Changing agencies 更换代理商 Contribution to Business Growth (%) 业务增长 (%) • 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%). • 在中国广告主认为媒介代 理商能为他们的业务增长 做出贡献的平均比例是 35%。跨国企业的客户认 为媒介代理商对其业务增 长的贡献比例是37%。 Base: 203 interviewees in 2014 基数:2014年受访者为203位

25 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 8.8 7.8 7.7 10.9 11.4 17.4 8.0 8.7 78.9 73.0 84.0 79.8 Satisfied 满意 Indifferent一般 Dissatisfied 不满意 Dk/Na 不知/不适用 BENCHMARK CHINA INDIA MEXICO Changing agencies 更换代理商 Satisfaction with current agency (%) 对当前广告代理商的满意程度 (%)

26 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS The Media Agencies Overview 广告代理商总体分析 3

27 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS HIGH PROFILE CAMPAIGNS 知名度高的广告活动

28 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 1 2 3 4 5 6 7 8 9 10 High profile Campaigns 知名度高的广告活动

29 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS Most respected Companies 最受尊重的广告活动 1 2 3 4 5 6 7 8 9 10

30 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS vera@rthree.com 谢谢 THANK YOU www.rthree.com www.grupoconsultores.comcvacchiano@grupoconsultores.com

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

China agencyScope 2014: Advertising Agencies General Report

China agencyScope 2014: Advertising Agencies General Report ... Agency Review Agency Remuneration Agency Relationships China. ... "marketers and agencies ...
Read more

Mindshare China sets no. 1 record in R3 agencyScope study ...

Mindshare China sets no. 1 record ... Mindshare China has topped the R3 agencyScope study for media agencies ... China agencyScope 2014: Advertising ...
Read more

RECMA | Media Agencies Benchmark

... , RECMA is the only independent company to publish a wide range of media agency notation reports ... and agency sourcing. RECMA ... report 2014 ...
Read more

Xinhua – China, World, Business, Sports, Entertainment ...

China's stock market fluctuation and the yuan's depreciation in the first week of 2016 do little to disguise ... Guangdong reports third H5N6 case ...
Read more

Understanding social media in China | McKinsey & Company

Understanding social media in China ... Social media began in China in 1994 with online forums and ... To read the full report on which portions ...
Read more

Media General

Media General Announces Expiration of Exchange Offer for Lin Television Corporation's 5.875% ... Form 8937 Report of Organizationl Actions Affecting Basis ...
Read more

China's Environmental Crisis - Council on Foreign Relations

China's mounting environmental crisis is endangering the ... the country's top economic planning agency, ... A 2012 report by China's National ...
Read more

ChinaToday.com

Welcome to ChinaToday.com, a China information base. Find out what is happening in China today.
Read more