what clients are being told...18 importance of attributes (score 1 – 10) 属性的重要性(1-10)...

PICTURE THE FUTURE THE WORLD AUDIENCES SUMMIT 2012

WHAT CLIENTS ARE BEING TOLD

Greg Paull

THE AUDITOR’S VIEW

Principal

THE ENEMY HAS ARRIVED!

WHO ARE WE?

Global Consultant

Asia, US, Europe, LATAM

Long Term Relationships

Improving effectiveness – with efficiency

RECENT CLIENTS: GLOBAL, REGIONAL AND LOCAL

INCREASED PRESSURE ON FMCG

(Jan) P&G CEO points to Facebook, Twitter in reducing 1,600 marketing staff

(Feb) Unilever CFO points to Production Costs, Agency Fees in Investor meeting

INCREASED GLOBAL REVIEWS

$6b global review , driven out of London

North America, France, Germany, Spain, Russia, India and China.

“A Unilever spokeswoman said in an email that two to three years is the "normal timescale" for the company to review its media.”

INCREASED GLOBAL REVIEWS

$3.5b global review , driven out of Detroit, managed by R3

All markets except China, India

Aegis, WPP, Omnicom, Mediabrands – 22 country deep-dive

Led by new CMO, with massive insights into Effectiveness, Efficiency, Digital

FOUR “W’S OF MEDIA AUDITING……BY R3

Why?

What?

When?

WTF?

R3 AGENCY SCOPE RESEARCH: REGIONALLY

170 One-hour Interviews - Face to Face

R3 AGENCY SCOPE RESEARCH: CHINA800+ One-hour Interviews - Face to Face – since 2006

R3 AGENCY SCOPE RESEARCH: INDIA

16

Duration of the relationship 合作时长

Average Years

平均年数

Media agencyScope China

中国媒介代理商形象研究2.9

Media agencyScope India

印度媒介代理商形象研究3.4

Media agencyScope Mexico

墨西哥媒介代理商形象研究4.1

Media agencyScope Europe

欧洲媒介代理商形象研究4.9

CHINA – HOME OF THE CONCUBINE

*Based on client priorities for agency attributes

Level of satisfaction for current agency (%) 对现任代理商的满意度 (%)

66.477.5 78.4

92.4

24.814.0

5.4

2.46.9 7.715.5

5.2

0

10

20

30

40

50

60

70

80

90

100

China India Mexico Europe

Dissatisfied 不满意

Indifferent 一般

Satisfied 满意

THE HOME OF THE WORLD’S LEAST HAPPY MARKETERS

18

Importance of attributes (Score 1 – 10) 属性的重要性 (1-10)

0 2 4 6 8 10

Negotiate good prices in media and buy competitively能够谈判拿到比较好的媒体价格

Strong in communications planning擅长传播策划

Good account service良好的客户服务

Value for money物有所值

Strong in insights, research and tools在洞察、调研及工具方面具有较强优势

Creative in media thinking在媒介方面有创意

Strong digital media offering强有力的互动媒介服务

Transparent financial system透明的财务体系

Has strong OOH (out of home) capabilities在户外广告方面有较强优势

Good international network有良好的国际性网络

20102012

2008

Base: 165 interviewees in 2012, 148 interviewees in 2010, 182 interviewees in 2008 | 基数：2012年有165位受访者，2010年有148位，2008年有182位

«GOODPRICES» STILL #1 REASON

97% OF MARKETERS BELIEVE THAT THERE IS OVERSTATED DIGITAL TRAFFIC

How serious do you think the problem is in digital media over-stating their actual traffic?您认为数字媒体夸大真实流量的问题有多严重？

29%

0%

6%

41%

24%

3%

0%

0%

19%

63%

16%

0% 20% 40% 60% 80%

Unsure 不太确定

None 没有

Not quite serious 并不严重

Indifferent 一般

Quite serious 比较严重

Very serious 非常严重 2012

2011

Do you think you are paying competitive rates for digital media? 您认为您所投放的数字媒体价格是否具有竞争力?

16%

69%

6%

9%

Very competitive非常具有竞争力

The same as industry average与行业平均价格水平持平或差距不大

Uncompetitive不具竞争力

Unsure about industry average不太确定行业平均水平

Only 16% of marketers believe that they are paying competitive rates

How important is it for a third party to monitor digital marketing outcome? 第三方监测机构对数字媒体营销效果进行监测评估的重要性是?

28%

56%

16%

Very important 非常重要

Quite important 比较重要

Indifferent 一般

Not quite important 比较不重要

Very unimportant 完全不重要

Unsure 不太确定

84% think third party monitoring is important

Procurement involvement (%)广告主采购部的参与度 Procurement involvement 59% (up from 55% in 2010)

59%广告主的采购部参与代理商付费流程（高于2010年的55%）

Media agencyScope in China 2012

2012年中国媒介代理商形象研究59.0





Base: 165 interviewees in 2012, 148 interviewees in 2010, 182 interviewees in 2008基数：2012年有165位受访者 2010年有148位 2008年有182位

Procurement Dominates

Audit?

MEDIA AUDIT

FINANCIAL AUDIT

EFFECTIVENESS AUDIT

Audit?

MEDIA AUDIT

FINANCIAL AUDIT

EFFECTIVENESS AUDIT

“Did I get what I paid for?”“Did I get a fair price?”

“Did the agency handle my finances appropriately?”“Were all rebates returned?” “Where did we waste value?”

“Can we improve our process?”

What a Media Auditor Looks For ?

Spot vs Plan

GRP vs Plan

PIB vs Plan

CPRP vs Plan and Pool

What a Financial Auditor Looks For ?

Cost vs Plan

Rebate vs Plan

Payment Cycle vs Plan

What a Media Auditor SHOULD Look For ?

Does the Brief suck?

Does the Plan suck?

Does the Process suck?

SAMPLE - POST CAMPAIGN REPORTING

1.Rarely 2.Sometimes 3.Usually 4.Always

01234KPI's

Timeliness

ClarityActionPlan

Learnings

Client Agency

R3 Findings... Alignment • Client expectations not being met. • Very clear reporting against agreed KPI’s.

Gaps• Agency highlight post buys prepared on time but not always

reviewed by client.• Lack of clarity, variance from plan not well explained.• Limited follow-up action plan. • Learnings not leveraged and built into next campaign.

…Recommended Action Client and Agency team to review post buy process:

• Align timetable, review format.• Add section on planned vs actual, reasons why, action to be taken.

Monthly

Quarterly

Annually

As part of a pitch

WHEN TO AUDIT

Assume it’s coming

Assume clients care

Assume it matters

Assume transparency

WHEN TO AUDIT

6 words

Newsflash! End of the World! Run!

1. GO BEYOND THE SPOT

FAVORITE 喜爱度

ENGAGEMENT 参与度

VALUES 属性

TV LOVE

2011 Q4 Base=1539, 16-24 Base=538

2.0%

2.2%

2.4%

2.6%

4.6%

6.9%

10.2%

15.6%

16.2%

24.5%

0% 5% 10% 15% 20% 25% 30%

年代秀 The Generation Show

我爱记歌词 Do you remember

职来职往 Zhi Lai Zhi Wang

天下足球 Total Soccer

中国达人秀 China's Got Talent

新闻联播 CCTV News Broadcast

康熙来了 KangXiLaiLe

天天向上 TianTianXiangShang

非诚勿扰 FeiChengWuRao

快乐大本营 Happy Camp

16-24

Overall

R3 ENGAGEMENT VS MEDIA $En-Spire Index

Media Spend (Sep 16, 2011 – Dec 15, 2011, RMB m)

Source: CTR, Media Type: TV, Radio, Newspaper, Magazine, Outdoor, Subway

2. CHARGE LIKE YOU MEAN IT

RATECARD?

3. DIGITAL EVERYWHERE

7.7%

7.0%

4.9%4.4%

4.0%3.8% 3.8%

3.1%2.9% 2.9%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

1 2 3 4 5 6 7 8 9 10

2011 Q4

BRAND LOVE ONLINE

2011 Q4 attend at least 1 brand online activities Base n= 771, Q3 Base n= 612

4. DEBATE THE REBATE

WFA - Rebate “Heat Map”

R3 “SLOGAN” Sleep Well Every Night

Wake Up and Want to Work Every Day

what clients are being told...18 importance of attributes (score 1 – 10) 属性的重要性(1-10)...

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