china agency scope
advertising agency
selection 2016
Methodology R3’s 6th survey of agencies in China involved face-to-face interviews with senior marketers covering 703 agency relationships
263
202
150
88
Marketers on Advertising Agencies
Marketers on Media Agencies
Marketers on Digital Agencies
Marketers on Marketing Services Agencies
SELECTION CRITERIA The following criteria were ranked as 'very important' by marketers when selecting advertising agencies:
80.8%
73.5%
61.2%
Creativity
THE AGENCY’S TEAM
Strategic Planning
AGENCY WITH NO CONFLICT IN MY SECTOR
38.8%
RECOMMENDATION OF ADVERTISER HEAD OFFICE
11.7%
ITS RESULTS FOR OTHER CLIENTS
38.2%
MULTINATIONAL AGENCY
7.9%
AGENCY EXPERIENCE IN A SIMILAR SECTOR
37.6%
LOCAL CHINESE AGENCY
3.4%
DIGITAL CAPABILITIES
30.5%
MULTIPLE LOCATIONS OF AGENCY IN CHINA
3.4%
INTEGRATED SERVICES OFFERING
23.6%
SIZE OF THE AGENCY
1.7%
THE COST OF SERVICE
16.4%
HELP OF EXTERNAL CONSULTANTS
1.1%
PREVIOUS RELATIONSHIP WITH THE AGENCY
14.7%
AWARDS
0.6%
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