2024中国营销趋势研究报告-R3胜三_23页_5mb

China Agency Scope Report Summary (2024 Edition)

Report Overview

• Title: AgencyScope China 2023/2024, the tenth edition of a biennial study.
• Purpose: To analyze trends in marketer-agency relationships, provide first-hand insights for agencies, and cover key marketing trends, including perception and image comparisons.
• Scope: Focuses on Chinese market, with data from 323 marketing professionals representing 242 companies and 837 client-agency relationships. Also includes global benchmarks from 11 other countries.

Methodology

• Study Method: Semi-structured interviews (F2F video calls and calls via CAWI system), averaging 60 minutes each.
• Participants: High-level decision-makers in marketing, communications, IMC, digital, and media. Organizations must have direct involvement in agency selection and approval processes.
• Sample Size: 323 interviews conducted between August and November 2023. Data includes comparisons with 2022 results.

Key Findings

• Finding 1 & 2: 'Best-in-Class' agency model is most preferred. Chinese marketers average 12 agency partners, with IMC (37%) and Activation Agencies (31%) being most common.
• Finding 3: Greater value is placed on strategy, as marketers prioritize agencies with strong planning and digital capabilities.
• Finding 4: Short-term performance focus limits deep relationships, with shorter-term client-agency ties posing challenges for both parties.
• Finding 5: Clients want agencies to enhance intelligence, using thought leadership sharing and research reports to build credibility.
• Finding 6: Local expertise in China is critical, with campaigns for brands like Luckin Coffee boosting agency appeal.
• Finding 7 & 8: Fundamentals like creativity, ROI, and strategic planning are key in agency selection, but clients have high expectations, often unsatisfied.
• Finding 9 & 10: Main challenges include budget shrinkage, proving ROI, and saturating markets. Agencies must offer value-added services and differentiation to thrive. Creativity is vital for cutting through competition.