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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

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CLIENT-AGENCY TRENDS

INTRODUCTION, METHODOLOGY, & TECHNICAL DATA概述，研究方法，数据

ADVERTISERS AND THEIR RELATIONSHIPS WITH AGENCIES广告主与代理商的关系

THE AGENCIES’ OVERVIEW代理商概观

广告主与代理商趋势

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INTRODUCTION,METHODOLOGY,

& TECHNICAL DATA 概述，研究方法，数据

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Introduction简介agencyScope Globally营销趋势调研全球分布

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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

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IMAGE STUDIES

形象调研# RELATIONSHIPS

关系数量

Marketers on Marketing Services agencies

广告主与市场营销代理商关系 157

Marketers on Advertising agencies

广告主与传统广告代理商关系 314

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

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Base: 110 interviewees in 2014基数： 2014 年受访者为 110 位

13.6

11.8

1.8

12.7

8.29.1

42.7

Below 40M

41 - 100M

101 - 200M

201 - 500M

501 - 1B

Above 1 B

Does not spend 没有营销预算DK/NA 不知道 / 不适用

Average ( Million RMB ) : 372.38

均值（百万人民币） : 372.38

Technical data数据Marketing Budget 营销预算 (%)

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Technical data数据Budget Split (%)预算分配 (%)

45.5

35.9

18.6

Above-the-line (ATL) 线上营销Below-the-line (BTL) 线下营销Digital 互动营销

• 45% of budget goes to above-the-line campaigns, 36% to below-the-line and 18.6% to Digital.

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

• 分配给线上营销的预算占45% ，线下营销的预算占36% ，同时，互动营销占18.6% 。

• 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% 。

Base: 261 interviewees in 2014 (CMO’s for agencyScope)基数： 2014 年受访者为 261 位 （接受我们采访的首席营销官）

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Technical data 数据

2014

84.5

11.8

3.6

MULTINATIONAL 跨国企业

STATE OWNED 国有企业

LOCALLY OWNED 地方企业

Base: 110 interviewees in 2014基数： 2014 年受访者为 110 位

Technical data数据Type of company (%) 公司分类 (%)

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Technical data数据Companies interviewed (59% that agreed to share their name)受访广告主 (59%)

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ADVERTISERS & THEIR RELATIONSHIPS WITH MARKETING

SERVICES AGENCIES广告主与代理商的关系

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AGENCY SELECTION 代理商挑选

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Good image/Prestige in the market/They are the best

Creativity / Innovation

Know the agency/My personal experience with agency

Work done in the past / Good agency presentation

Structure / Size / International Network

Strategic Planning / Marketing understanding

Good Service / Professional-ism

Good image / Prestige形象 / 声誉

Creativity / Innovation 创意 / 创新Know the agency/personal experience听说过这家代理商 / 个人经验

Work done in the past曾经做过的项目 / 案例

Structure / Size结构 / 规模

Strategic Planning 策略策划

Good Service 服务

BENCHMARK BRAZIL CHINA MEXICO UK

Agency selection 代理商挑选 Criteria used to create a Short List of Marketing Services Agencies

创建候选营销服务代理商名单的标准

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82.9

38.2 35.5

25.5

10.0 10.8

Pitch 比稿

Trial assignment / Project 通过试验性的

工作 / 项目

Selection by credentials 通过代理

公司的资历来选择

Workshop / Chemistry session全与代理公司的讨论会

Direct appointment/

global decision直接委任 / 全球性决定

Consultants在专业的咨询服务公司的

帮助下进行选择

Base: 110 interviewees in 2014基数： 2014 年受访者为 110 位

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

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MARKETING SERVICES AGENCIES - CLIENT RELATIONSHIPS 广告主与代理商的关系

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3.80

4.20

3.23

3.96

• 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 relationships (average) 合作关系的持续时间 ( 平均 )

BENCHMARK BRAZIL CHINA MEXICO

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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 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

Average number of Media agencies

媒介代理商平均数量 1.20 2.0

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 (%)

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AGENCY COMPENSATION代理商付费机制

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32.8

4.2

59.9

20.6

8.8

77.9

2014 Mix (fee+commission): 0.4%2014 年混合制 ( 月费 + 佣金 ): 0.4%

2012 Mix (fee+commission): 2.9%2014 年混合制 ( 月费 + 佣金 ): 2.9%

Fee / Retainer 月费制

Commission 佣金制

Project based 项目制

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

Base: 110 interviewees in 2014 and 87 in 2012基数： 2014 年受访者为 110 位 and 2012 年受访者为 87 位

2012

2014

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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

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。

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CHANGING MARKETING SERVICESAGENCIES 更换代理商

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Changing agencies更换代理商Business Growth (%) 业务增长 (%)

Base: 110 interviewees in 2014基数： 2014 年受访者为 110 位

18.8 21.0

9.7

15.617.8

6.4

9.6

10.5

6.4

81% to 100%50% to 80%11% to 50%Up to 10%

All clients

所有客户

Multinational

跨国企业

Locally owned

地方企业

• Clients in average in China believe marketing services agencies contribute to their business growth in 28.7%.

• 在中国广告主认为代理商能为他们的业务增长做出贡献的平均比例是28.7% 。

Average (0%-100%)

28.70 27.81 41.00

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4.8 6.85.4 2.2

11.05 9.1 13

86.3333333333333

80.7 80.5

97.8

Satisfied 满意

Indifferent 一般

Dissatisfied 不满意

DK/NA 不知 / 不适用

Changing agencies更换代理商Satisfaction Current agency (%) 对当前广告代理商的满意程度 (%)

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The Marketing Services Agencies Overview广告代理商总体分析

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HIGH PROFILE CAMPAIGNS 知名度高的广告活动

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Most respected Companies最受尊重的广告活动

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BRAZIL CHINA INDIA MEXICO UK

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BRAZIL CHINA INDIA MEXICO UK

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High profile Campaigns知名度高的广告活动

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sabrina@rthree.com vera@rthree.comcvacchiano@grupoconsultores.com

谢谢THANK YOU

www.rthree.comwww.grupoconsultores.com