2014 china agencyscope findings sharing - effie china

41
1 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 1 CHIN A agencyScope 2014 中中中中中中中中 A research study conducted by Grupo Consultores and R3, since 2006 中中 2006 中 Grupo Consultores 中中中中中中中中 中中中中 5 th Edition, 2014 中中中 , 2014

Upload: r3

Post on 15-Jan-2015

1.111 views

Category:

Marketing


36 download

DESCRIPTION

Sharing of China agencyScope, a research study on the TRENDS of the Advertising Industry and the PERCEPTION and PERFORMANCE of agencies in China at EFFIE China award ceremony.

TRANSCRIPT

Page 1: 2014 China agencyScope Findings Sharing - EFFIE China

1

CHINA agencyScope

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

Page 2: 2014 China agencyScope Findings Sharing - EFFIE China

2AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

1978

2008

2011

2003

2009

2013

2012

2010

2006

2005

2009

Introduction简介 - 营销趋势调研全球分布

Page 3: 2014 China agencyScope Findings Sharing - EFFIE China

CHINA agencyScope20

14 中国营销趋势研究

A research Study on the

TRENDS of the Advertising

Industry and the PERCEPTION

and PERFORMANCE

of agencies in China.

一项关于中国广告业趋势和代理商

市场看法与实际表现的研究

Page 4: 2014 China agencyScope Findings Sharing - EFFIE China

4AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

第五轮跨越十年中国市场营销趋势及代理商表现追踪

数据来自于285 个知名企业( 343 个品牌)的 425 位营销决策者一对一的深度访谈,结合 292 位行业知名人士的在线研究及 15

位营销类媒体的行业意见

实地调查: 2013 年 8 月 -2014 年 1 月

Introduction简介

Page 5: 2014 China agencyScope Findings Sharing - EFFIE China

5AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

Technical data数据受访广告主 (59%)

Page 6: 2014 China agencyScope Findings Sharing - EFFIE China

6AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

More than 34 ADVERTISING AGENCIES IN THE SAMPLE超过 34 家创意代理商涉及此项研究

Technical data数据Advertising Agencies in the sample 创意代理商客户抽样

Base: 261 interviewees in 2014基数: 2014 年受访者为 261 位

Page 7: 2014 China agencyScope Findings Sharing - EFFIE China

7AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

MORE THAN 62 DIGITAL AGENCIES IN THE SAMPLE超过 62 家互动代理商涉及此项研究

Technical data数据Digital Agencies in the sample 互动代理商客户抽样

Base: 182 interviewees in 2014基数: 2014 年受访者为 182 位

Page 8: 2014 China agencyScope Findings Sharing - EFFIE China

8AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

IMAGE STUDIES

形象调研# RELATIONSHIPS

关系数量

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 157

Marketers on Digital agencies

广告主与互动代理商关系 243

Marketers on Media agencies

广告主与媒介代理商关系 230

Methodology研究方法

Base: 425 Interviewees from 285 Companies (343 brands)基数:来自于 285 个公司( 343 个品牌)的 425 个受访者

Page 9: 2014 China agencyScope Findings Sharing - EFFIE China

9AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

代理商挑选

1

Page 10: 2014 China agencyScope Findings Sharing - EFFIE China

10AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

53.037.0

10.0

38.0

50.0

12.0

Agency selection 代理商挑选 Integrated vs. Specialized Agencies整合服务代理商 vs. 专项服务代理商

28.5

58.7

12.8

Integrated Agency 整合服务代理商

Specialized Agencies 专项服务代理商

DK/NA 不知道 / 不适用 (Both)

•整合服务代理商具备良好的吸引力与潜力 , 但他们尚未在市场中形成气候

Page 11: 2014 China agencyScope Findings Sharing - EFFIE China

11AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

Agency selection Criteria 代理商挑选标准

43%战略规划

56%团队34%

相关经验

62%创意

Base: 261 interviewees in 2014 基数: 2014 年受访者为 261 位

Page 12: 2014 China agencyScope Findings Sharing - EFFIE China

12AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

ITS CREATIVITY 代理公司的创意能力

THE AGENCY’S PEOPLE / TEAM 代理公司的团队

STRATEGIC PLANNING IN ADVERTISING AND COMMUNICATIONS 广告 / 传播的战略性规划

AGENCY EXPERIENCE IN A SIMILAR SECTOR IN CHINA 公司在中国类似领域有相关服务经验

AGENCY WITH NO CONFLICT IN MY SECTOR 代理公司业务中不存在竞争品牌冲突

MY PREVIOUS RELATIONSHIP WITH THE AGENCY 以前跟代理公司的合作关系

THE COST OF SERVICE 服务费用

RECOMMENDATION OF ADVERTISER HEAD OFFICE 贵公司总部的推荐

DIGITAL CAPABILITIES 具有互动营销能力

OFFERS INTEGRATED SERVICES 提供整合营销服务

MULTINATIONAL AGENCY /INTERNATIONAL NETWORK 属于国际型广告公司 / 国际网络

SIZE OF THE AGENCY 代理公司的规模

ITS RESULTS FOR OTHER CLIENTS 为其它客户服务的效果

MULTIPLE LOCATIONS 代理公司在不同的城市都有分支机构 / 办公室

PRESTIGE OF THE AGENCY 业内声望

HELP OF EXTERNAL CONSULTANTS 独立咨询公司的帮助与建议

THE AWARDS WON BY THE AGENCY 代理公司所获的行业奖项

62.5

56.3

43.3

33.7

28.4

16.9

16.9

16.5

13.0

12.6

11.9

8.0

7.3

3.4

3.1

1.5

0.8

29.9

35.6

44.1

50.2

44.8

62.8

61.3

32.2

49.4

54.0

34.5

44.1

47.1

26.4

46.4

26.8

25.3

6.1

10.0

14.9

12.6

14.6

27.2

23.8

22.6

32.2

32.2

34.9

40.2

34.5

42.9

47.1

Very Important 非常重要

Important 重要

Base: 261 interviewees in 2014基数: 2014 年受访者为 261 位

Agency selection 代理商甄选Selection criteria (%)挑选标准 (%)

Page 13: 2014 China agencyScope Findings Sharing - EFFIE China

13AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

市场主在选择媒介代理商方面更为看重其的谈判水平及媒介规划、购买能力

对互动公司而言,除创意和服务团队之外,互动营销的效果和衡量也至关重要

基于营销服务代理商的业务模式,市场主更加关注代理商的管理及执行层面,以及突发问题的处理和反馈能力

Agency selection 代理商甄选

Page 14: 2014 China agencyScope Findings Sharing - EFFIE China

14AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

Good service 服务

Implementation / Execution 实施 / 执行

Strategic Planning 策略策划

Professional team 团队 / 专业人士

Knowledge of market 市场知识

Creativity / Innovation 创意 / 创新

22.2

22.2

28.7

35.6

36.4

68.6

Agency selection 代理商挑选 Characteristics of the ‘ideal’ advertising agency (%) 理想创意广告代理商的特点 (%)

Base: 261 interviewees in 2014, 215 in 2012 and 188 in 2010基数: 2014 年受访者为 261 位, 2012 年受访者为 215 位, 2010 年受访者为 188 位

2012

2014

2010

Page 15: 2014 China agencyScope Findings Sharing - EFFIE China

15AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

60.8

29.3 28.0

21.1

13.910.4

7.5

86.5

46

25.1 26

9.86.5

84.6

51.1

20.2

28.7

8.5 9

Pitch (Strategy and

creative)

策略与创意共同比稿

Trial assignment / Project

通过试验性的工作 / 项目

Pitch (Just strategy)

仅策略方面的比稿

Selection by credentials

通过代理公司的资历来选择

Workshop / Chemistry

session与代理公司的讨论会

direct appointment/

global decision直接委任 / 全球性决

Consultants在专业的咨询服务公司的帮助下进行选择

Agency selection 代理商挑选 Selection methods (prompted) 挑选方法 / 程序 (%)

Base: 261 interviewees in 2014, 215 in 2012 and 188 in 2010基数: 2014 年受访者为 261 位, 2012 年受访者为 215 位, 2010 年受访者为 188 位

2012

2014

2010

Page 16: 2014 China agencyScope Findings Sharing - EFFIE China

16AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

新业务及

合作关系

2

Page 17: 2014 China agencyScope Findings Sharing - EFFIE China

17AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

None < 3 4 - 5 6 - 10 11 - 15 16 - 20 21 - 25 26 - 30 31 - 50 > 50

24.1

11.1 13.4 11.15.7

10.04.6 5.0 6.5 3.4

COLD CALLS 电话

New Business and relationship 新业务及合作关系

Average 平均 = 32.14

Effectiveness Ratio 效力比率(Presentations 陈述 /Cold Calls 电话 x 100) = 25.63%

None < 3 4 - 5 6 - 10 11 - 15 16 - 20 21 - 25 26 - 30 31 - 50 > 50

31.4 30.6

16.09.1

0.4 0.8 0.4 0.4

PRESENTATIONS 陈述

Base: 261 interviewees in 2014基数: 2014 年受访者为 261 位

Average 平均 = 8.24

• 95% of CMOs ask their assistants to block cold calls from agencies.

• 95% 的首席营销官会要求他们的助理拒接来自代理商的电话接触。

Page 18: 2014 China agencyScope Findings Sharing - EFFIE China

18AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

Base: 261 interviewees in 2014基数: 2014 年受访者为 261 位

• 平均 12-15 个代理商有机会通过与市场主的接触得到业务介绍的机会

• 每个市场主平均在过去一年接到 50 余个代理商电话,包括创意,媒介,互动及市场营销类代理商

• 95% 的 CMO 会要求他们的助理拒接来自代理商的电话

New Business and relationship 新业务及合作关系

Page 19: 2014 China agencyScope Findings Sharing - EFFIE China

19AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

4.87

6.60

3.183.60

4.85

6.10

BENCHMARK BRAZIL CHINA INDIA MEXICO UK

• China has shorter relationships than any other market. Clients in the UK and Brazil work with their agencies for more than 6 years.

• 中国的合作关系持续时间比其他各个国家都要短。英国和巴西的客户都与他们的代理商保持着超过 6年的关系。

Agency-Advertiser relationships 代理商 - 广告主关系 Duration of the relationship (average) 合作关系的持续时间 ( 平均 )

Page 20: 2014 China agencyScope Findings Sharing - EFFIE China

20AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

AVERAGE DURATION OF RELATIONSHIPS (Years)

与代理商合作关系平均持续时间 (年)2014 2012

Average Number of Years for Advertising

agencies

传统广告代理商平均时间3.2 3.4

Average Number of Years for Digital agencies

互动代理商平均时间 3.0 3.1

Average Number of Years for Marketing Services

营销服务代理商平均时间3.2 3.8

Average Number of Years for Media agencies

媒介代理商平均时间 4.1 2.9

Agency-Advertiser relationships 代理商 - 广告主关系 Duration by type of agency (average) 合作关系的持续时间 ( 平均 )

Page 21: 2014 China agencyScope Findings Sharing - EFFIE China

21AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

TYPE OF AGENCIES

形象调研# AGENCIES

代理商数量

Average Number of Advertising agencies

传统广告代理商平均数量 2.22

Average number of Marketing Services agencies

营销服务代理商平均数量 2.31

Average number of Digital agencies

互动代理商平均数量 2.48

Average number of Media agencies

媒介代理商平均数量 1.20

TOTAL AVERAGE OF AGENCIES

总体代理商平均数量 8.21

Agency-Advertiser relationships 代理商 - 广告主关系 Number of Agencies by advertiser广告主的代理商数量 (%)

Page 22: 2014 China agencyScope Findings Sharing - EFFIE China

22AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

代理商付费及

满意度

3

Page 23: 2014 China agencyScope Findings Sharing - EFFIE China

23AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

55.8

4.2

37.1

45.8

5.6

51.453.0

11.9

42.3

2014 Mix (fee+commission): 0.3%2014 年混合制 ( 月费 + 佣金 ): 0.3%

2012 Mix (fee+commission): 0.9%2014 年混合制 ( 月费 + 佣金 ): 0.9%

Fee / Retainer 月费制

Commission 佣金制

Project based 项目制

Base: 261 interviewees in 2014, 215 in 2012 and 188 in 2010基数: 2014 年受访者为 261 位, 2012 年受访者为 215 位, 2010 年受访者为 188 位

2012

2014

2010

Agency Compensation 代理商付费机制Compensation methods (%)付费方式 (%)

Page 24: 2014 China agencyScope Findings Sharing - EFFIE China

24AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

2014 2012 2010 2008 2006

36.8033.50 32.40

24.0026.10

+9.9 +3.4 +35.0 -8.0

Base: 261 interviewees in 2014, 215 in 2012, 188 in 2010, 220 in 2008 and 220 in 2006基数: 2014 年受访者为 261 位, 2012 年受访者为 215 位, 2010 年受访者为 188 位, 2008 年受访者为 220 位, 2006 年受访者为 220 位

Agency Compensation 代理商付费机制Incentive Payment (%)是否支付奖金 (%)

•在中国, 37% 的市场主设立了奖励基金制度。

•而这一比例在成熟市场高达 65% 。

Page 25: 2014 China agencyScope Findings Sharing - EFFIE China

25AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

47.955.2

72.9

7.3

62.5

33.3

61.1

11.1

63.9

34.4

62.3

4.9

Client company performance 广告主公司业绩

Advertising performance

广告的表现

Agency performance 代理商的表现

DK/NA 不知道 / 不适用

Agency Compensation 代理商付费机制Criteria for Incentive Payment (%)奖金支付条件 (%)

Base: 261 interviewees in 2014, 215 in 2012 and 188 in 2010基数: 2014 年受访者为 261 位, 2012 年受访者为 215 位, 2010 年受访者为 188 位

20122014

2010

•代理商实际表现的评估和广告本身效果是市场主支付奖金的最主要条件

Page 26: 2014 China agencyScope Findings Sharing - EFFIE China

26AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

2014 2012 2010

46.1

14.5

27.0

15.9

38.8

68.077.6 Marketing 市场部

Procurement 采购部

Both 两者兼具

DK/NA 不知 / 不适用

Base: 152 interviews declare ‘procurement involved’ in 2014, 135 in 2012 and 107 in 2010基数: 2014 年选择“采购部分参与”的受访者为 152 位, 2012 年为 135 位, 2010 年为 107 位

Agency Compensation 代理商付费机制Who leads compensation process (%) 谁来主导付费过程 (%)

Nowadays in only 39% of cases Marketing leads the negotiation process. Figures have changed dramatically since 2010.

In 46% of cases Marketing and Procurement lead the process jointly.

• 39% 的受访者表示,市场部主导付费和谈判过程。此项数据与 2010 年相比变化非常显著。

• 46% 的受访者表示市场部和采购部共同合作来完成付费过程。

Page 27: 2014 China agencyScope Findings Sharing - EFFIE China

27AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

2014 2012 2010 2008 2006

6.99.2 6.6 5.8 8.8

15.0

24.1 29.321.0

28.2

75.762.5 59.9

70.761.2

Satisfied 满意

Indifferent 一般

Dissatisfied 不满意

DK/NA 不知 / 不适用

Satisfaction with Current Agency 对当前代理商的满意程度

Base: 261 interviewees in 2014, 215 in 2012, 188 in 2010, 220 in 2008 and 220 in 2006基数: 2014 年受访者为 261 位, 2012 年受访者为 215 位, 2010 年受访者为 188 位, 2008 年受访者为 220 位, 2006 年受访者为 220 位

• 76% of clients in China are satisfied with their agencies. The highest rate since we started agencyScope in 2006.

• 76% 的中国客户对他们的代理商表示满意。这也是从我们 2006 年开展此项调研以来,满意度最高的一次。

Page 28: 2014 China agencyScope Findings Sharing - EFFIE China

28AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

2014 2012 2010 2008 20064.4 6.4 7.4 7.4 3.1

8.5

21.4 19.0 17.8 23.5

19.6

9.7 17.2 15.822.9

67.5 62.556.4 59.0

50.5

Won't change 不会更换Can’t decide 我不能决定Will change 会更换DK/NA 不知 / 不适用

Base: 261 interviewees in 2014, 215 in 2012, 188 in 2010, 220 in 2008 and 220 in 2006基数: 2014 年受访者为 261 位, 2012 年受访者为 215 位, 2010 年受访者为 188 位, 2008 年受访者为 220 位, 2006 年受访者为 220 位

• Only 8.5% of clients in China are thinking of changing agency. This is the lowest rate since we started agencyScope in 2006. 67.5% clearly state that they will not change agency.

• 在中国只有 8.5% 的客户表示在考虑更换代理商。这是自 2006 年以来最低一次。 67.5% 的受访者表示不会更换代理商。

Satisfaction with Current Agency 对当前代理商的满意程度

Page 29: 2014 China agencyScope Findings Sharing - EFFIE China

29AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

服务范畴

4

Page 30: 2014 China agencyScope Findings Sharing - EFFIE China

30AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

DIGITAL STRATEGY AND CONSULTING 互动策略与咨询 14.2 6.5 10.7 1.9 41.4 3.1 6.5 1.29

DIRECT MARKETING 直效行销 16.9 2.3 4.2 23.8 4.6 2.7 24.1 1.24

EVENTS / ROAD SHOWS 活动营销 / 户外活动 / 路演 21.8 4.2 3.1 46.7 3.1 10.3 3.4 1.28

FIELD MARKETING 终端营销 20.7 1.9 2.7 29.5 1.1 3.8 18.4 1.21

MARKETING RESEARCH 市场研究 58.6 28.0 20.7 3.1 6.1 51.0 0.8 1.87

MEDIA BUYING 媒介购买 23.8 2.3 69.7 1.5 6.9 1.5 1.1 1.26

MOBILE MARKETING / APPS 手机营销 / 应用程序 10.0 2.7 5.0 2.3 38.7 2.3 14.9 1.16

ONLINE AUDIOVISUAL 线上多媒体视听 12.6 7.7 7.7 3.4 36.0 3.1 11.5 1.25

INTERNALLY

内部员工

ADVERTISING AGENCY 创意代理商

MEDIA AGENCY

媒介代理商

MKT SER. / BTL

AGENCIES 营销服务 / 线下

活动代理商

DIGITAL AGENCY 互动代理商

OTHER 其它

DOES NOT DO

公司不做这类工作

AVERAGE MENTIONS

平均提及数

Base: 261 interviewees in 2014基数 :2014 年受访者为 261 位

Who does what?各职责部分的工作范畴 Activities engaged by advertising agencies (%) 创意代理商所从事的工作内容 (%)

Page 31: 2014 China agencyScope Findings Sharing - EFFIE China

31AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

STRATEGIC / COMMUNICATION PLANNING 广告战略 / 传播规划 73.2 56.7 33.7 3.4 12.6 9.6 0.4 2.04

TELEMARKETING / CALL CENTER 电话营销 / 呼叫中心 19.5 0.4 0.8 6.9 1.1 6.9 25.7 1.13

TV AND PRINT PRODUCTION 电视及印刷广告的制作 16.1 73.2 3.8 3.1 1.1 4.6 1.9 1.24

WEB / MICROSITES / ONLINE PLATFORMS 网站 / 微型网站 / 线上平台整合 18.0 8.4 6.1 3.4 45.6 3.4 2.3 1.24

BRANDED CONTENT 品牌内容植入 36.8 23.8 31.0 7.3 9.6 5.7 4.2 1.59

COMPETITIVE ANALYSIS 竞争分析 59.8 44.8 38.3 4.2 15.7 30.3 1.1 2.15

CONSUMER INSIGHTS 消费者洞察 61.7 42.1 26.8 3.8 11.5 40.6  -- 2.03

INTRANET 内部网络 37.2 0.8 0.8 0.8 16.5 3.1 5.7 1.09

INTERNALLY

内部员工

ADVERTISING AGENCY 创意代理商

MEDIA AGENCY

媒介代理商

MKT SER. / BTL

AGENCIES 营销服务 / 线下活动代理商

DIGITAL AGENCY 互动代理商

OTHER 其它

DOES NOT DO

公司不做这类工作

AVERAGE MENTIONS

平均提及数

Base: 261 interviewees in 2014基数 :2014 年受访者为 261 位

Who does what?各职责部分的工作范畴 Activities engaged by advertising agencies (%) 创意代理商所从事的工作内容 (%)

Page 32: 2014 China agencyScope Findings Sharing - EFFIE China

32AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

MEDIA ACTIVATION AND EVENTS 媒介启动及活动事件策划 23.8 8.4 53.6 11.9 5.7 3.4 2.7 1.34

MEDIA NEGOTIATION 媒介谈判 26.8 2.3 68.6 0.4 6.9 0.8 1.1 1.26

MEDIA PLANNING 媒介计划 24.9 3.4 70.5 0.4 7.3 0.4 0.8 1.27

MEDIA TRAINING 媒介培训 14.6 1.9 50.2 4.6 3.1 4.2 12.3 1.22

NEWSLETTER & E-MAIL MARKETING 邮件营销 11.5 1.9 1.1 5.0 21.5 3.8 26.4 1.17

ROI / ANALYTICS 投资回报率 / 分析 45.2 8.4 18.8 4.6 6.1 14.6 4.6 1.43

SHOPPER MARKETING 购物者营销 17.2 1.5 0.4 23.8 2.7 6.5 22.2 1.20

INTERNALLY

内部员工

ADVERTISING AGENCY 创意代理商

MEDIA AGENCY

媒介代理商

MKT SER. / BTL

AGENCIES 营销服务 / 线下活动代理商

DIGITAL AGENCY 互动代理商

OTHER 其它

DOES NOT DO

公司不做这类工作

AVERAGE MENTIONS

平均提及数

Base: 261 interviewees in 2014基数 :2014 年受访者为 261 位

Who does what?各职责部分的工作范畴 Activities engaged by advertising agencies (%) 创意代理商所从事的工作内容 (%)

Page 33: 2014 China agencyScope Findings Sharing - EFFIE China

33AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

采购部门

5

Page 34: 2014 China agencyScope Findings Sharing - EFFIE China

34AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

65.5

51.7

44.8

31.0

20.7

20.7

20.7

17.2

13.8

13.8

Procurem...

Procurement’s POV采购部门的看法Selection Criteria入围甄选的缘由

Price / Value for money 性价比

Account service 客户服务

Professionalism, experience 专业性和经验

Execution 执行力

People/Talent 团队 / 人才

Understanding of brand 理解品牌

Creativity 创意

Resourcefulness 丰富的资源Strategy

策略Transparency

透明度

34.1

22.9

20.1

14.9

13.7

12.7

7.7

7.0

7.0

5.7

Market...

Creativity / Innovation 创意 / 创新

Prestige in the market 声誉印象

Knowledge / Experience 行业经验

Work done in past / Presentation 以往作品

Service 客户服务

Strategy 策略

Structure / International network

结构、国际化网络Quality / Price

性价比Professionalism / Team /

People 人员团队

It's my current agency 现任代理

• Key criteria to select agencies by Procurement Directors are price and costs, compared with CMOs that focus on creativity, prestige of the agency and their experience with other clients.

• 采购部门认为性价比应是优先考虑的代理商甄选因素。然而市场部更加看重代理商的创意,声誉和以往的客户合作经验。

Page 35: 2014 China agencyScope Findings Sharing - EFFIE China

35AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

• 70% 市场主会定期进行财务方面的审计,并直接与代理商费用相关联

69.0

31.0

是否定期进行财务审计?

Yes

No

Procurement’s POV采购部门的看法Financial Audits财务审计

Page 36: 2014 China agencyScope Findings Sharing - EFFIE China

36AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

24.1

20.7

17.2

17.2

13.8

10.3

10.3

10.3

10.3

6.9

Procurement’s POV采购部门的看法

Communication with agencies 与代理商沟通困难、无法理解自身意图

High turnover (staff & management) 代理商内部问题 员工 /管理层稳定性不佳

Procurement’s position in agency management 采购部地位尴尬

Establishing longer relationships 希望有长期合作关系

Cost transparency 透明度

Lack of execution 执行力欠佳

Quicker response to changes 是否迅速应对变化

Good value for money 性价比

Effectiveness 活动效果

Budget control 实际花费控制

• Biggest challenge for Procurement Directors dealing with agencies is communication and retaining talent.

• 采购部认为与代理商合作中的最大挑战来自于双方沟通以及代理商的人员稳定性

Page 37: 2014 China agencyScope Findings Sharing - EFFIE China

37AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

HIGH PROFILE CAMPAIGNS知名度高的广告活动

Page 38: 2014 China agencyScope Findings Sharing - EFFIE China

38AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

73 mentions 54 mentions 39 mentions 29 mentions 21 mentions

18 mentions 14 mentions 10 mentions 8 mentions 7 mentions

Most respected Companies最受尊重的市场主Top 10. 2014 (Mentions)2014 年前十名 ( 提及数 )

Base: 425 interviewees in 2014基数: 2014 年受访者为 425 位

Page 39: 2014 China agencyScope Findings Sharing - EFFIE China

39AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS

APPENDIX ABOUT R3

39

Page 40: 2014 China agencyScope Findings Sharing - EFFIE China

40AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 40

Page 41: 2014 China agencyScope Findings Sharing - EFFIE China

ABOUTR3 is a global, independent marketing consultancy whose aim is to improve the efficiency and effectiveness of marketers and their agencies. Founded in 2002, its clients include Coca-Cola, VISA, Johnson & Johnson, GM, Samsung and Lenovo.For more information , visit www.r3ww.com or write to [email protected]