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4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
4A's Agency2020 Report
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4A's Agency2020 Report

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Agency 2020, unleashing the value of ideas …

Agency 2020, unleashing the value of ideas
Quantitative Results Discussion
Report
Presented at 4A's Transformation 2014

Published in: Marketing
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  • 1. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 1Unleashing Global Marketing Potential™ V5 Revised 03/03/14 Quantitative Results Discussion March 6th 2014
  • 2. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 2 Today’s Purpose • Review of Quant results – Trends – Opportunities & Challenges – Characteristics of Over-Performers – Client - Agency differences – Media - Creative Agency differences – Different cuts (Size, Age, Affiliation) • Identifying key insights • Aligning on implications • Next Steps Aligning on Key insights
  • 3. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 3Unleashing Global Marketing Potential™ Research Sources
  • 4. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 4 Research Input Creative Client Media Other* Qualitative Quantitative *E.g., educational institutions, .com’s (Facebook, Twitter, Google, etc.) Desktop Research Creative Client Media Other US Respondent Distribution • Audit of industry-relevant news coverage • Sources incl. Adage, Adweek, WARC, HBR, etc. • Deep dive into M2020 Research on client organizations • 75 Vision Interviews with thought-leaders • 34 Creative • 24 Media • 12 Client • 5 Other • Incl. important sub-segments e.g., Millennial, Procurement • 110 M2020 interviews with CMOs, CEOs, opinion Leaders • 725 total completed survey • 409 agency • 247 client • 69 Other • US data was used for analysis
  • 5. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 5 In Vision Interviews, we spoke to Agency, Client, and Media Thought-Leaders…
  • 6. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 6 Over 250 Marketing2020 CMO interviews
  • 7. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 7 …from leading marketing organizations
  • 8. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 8 Client Respondent Profile Who did we talk to? 6% 19% 38% 38% Years of professional work experience <5 year 5-15 years 16-25 years >25 years 3% 21% 3% 9% 4% 4% 13% 3% 11% 5% 1% 5% 20% Type of industry Media/Communications Consumer Packaged Goods Telecom/TV/Internet Manufacturing Transportation/Logistics Retail Healthcare Nonprofit/Association 18% 45% 25% 13% Current position Board/EVP/SVP/ C- suite VP/Director/ Head Manager Other
  • 9. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 9 Overall Agency Respondent Profile Who did we talk to? 5% 14% 34% 48% Years of professional work experience <5 year 5-15 years 16-25 years >25 years 21% 42% 36% 2% Type of agency Independent/ privately owned - single shareholder Independent/ privately owned - multiple shareholder Part of a holding company Other 58%28% 8% 6% Current position Board/EVP/SVP/ C- suite VP/Director/ Head Manager Other
  • 10. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 10 US Creative Agencies Who participated?
  • 11. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 11 Creative Agency Respondent Profile 68% 30% 2% Type of Agency Independent/privately owned Part of holding other 58% 28% 7% 7% Current position Board/EVP/SVP/ C-suite VP/Director/ Head Manager Other 2% 2% 7% 37% 24% 9% 19% Average rate of Revenue Decline more than 20% per year Decline between 20% and 10% per year Decline between 10% and flat per year Growth between Flat and 10% per year Growth between 10% and 20% per year 28% 26% 27% 18% Size of Agency 0-49 FTE 50-130 FTE 131-490 FTE 491 FTE and more 6. 10. 27. 8. Who did we talk to?
  • 12. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 12 US Media Agencies Who Participated?
  • 13. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 13 Media Agency Respondent Profile 24% 76% Type of Agency Independent/privately owned Part of holding 62% 24% 10% 4% Current position Board/EVP/SVP/ C-suite VP/Director/ Head Manager Other 2% 4% 34% 36% 4% 20% Average rate of Revenue Decline between 20% and 10% per year Decline between 10% and flat per year Growth between Flat and 10% per year Growth between 10% and 20% per year Growth over 20% per year 4% 18% 10% 68% Size of Agency 0-49 FTE 50-130 FTE 131-490 FTE 491 FTE and more 6. 10. 27. 8. Who did we talk to?
  • 14. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 14 We analyzed the Quant results from multiple perspectives Data cuts performed Performance • “Over-performers” (revenue growth >10% last 3 years) vs “The Rest” (revenue growth <10%) • “Over-performers” vs “Bottom 3” (revenue decline) Type • Agency vs Client • Creative vs Media Size • Large Creative Agency (>191 FTE) vs Small Creative Agency (<55 FTE) • FTE (0-49, 50-130, 131- 490, >491) Respondent Experience • >15 years experience vs <15 Note: Other cuts (e.g., by region/location) have been explored, but have not been as discriminating
  • 15. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 15 Young People • Rising Stars in-depth interviews • Extra online research • Millennial in the Agency World Who did we not talk to enough? And what did we do to compensate? Global Agencies • Online research
  • 16. Under- performers Over- Performers 17 Validation
  • 17. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 18Unleashing Global Marketing Potential™ Industry Change Drivers Trends
  • 18. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 19 Change Drivers 1. Mega Trends 2. Client Trends (Marketing2020) 3. Agency Trends
  • 19. Megatrends that challenge us all
  • 20. Social marketing Purposeful Marketing Collaborating with Consumers Globalization
  • 21. Opportunity to influence business
  • 22. Infobesity
  • 23. Privacy risks Organizational silos Doing more with less Touch point consistency
  • 24. Ability to stay current
  • 25. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 26 Many industry change drivers emerged from the Vision Interviews Proliferation of Media Rise of Procurement Budgets Super-Group Mergers New Technology In House Agencies CMO Turnover Crowd- sourcing Big Data Open Innovation Social Media Programmatic Media Proliferation of idea providers New Platforms Connected Consumers Transparency Millennials Talent Hispanics Cultural Evolution
  • 26. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 27 The top three trends Agreement Agency Client 1 2 3 0 10 20 30 40 50 60 New providers of ideas (e.g., idea boutiques, Facebook, Twitter) Big data (e.g., media buying based on big data) Increased focus on measurement, ROI, and demonstrating the value of Ideas 50% 38% 31% 0 10 20 30 40 50 60 Big data (e.g., media buying based on big data) New providers of ideas (e.g., idea boutiques, Facebook, Twitter) Increased focus on measurement, ROI, and demonstrating the value of ideas 54% 44% 43% Note: low base “Client” – conclusions are indicative
  • 27. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 28 But Important differences too … 50% 38% 31% 28% 27% 25% 25% 17% 17% 15% 11% 10% 6% 54% 43% 44% 3% 19% 23% 30% 11% 28% 14% 18% 10% 6% Increased focus on measurement, ROI and demonstrating the value of ideas Big Data (e.g. media buying based on big data) New providers of ideas (e.g. Idea Boutiques, Crowdsourcing, Facebook, Twitter) New agency revenue streams (e.g., New Products, Experiences, Cultures) Convergence of idea providers - 'everybody doing everything' Collaboration - within and across the agency, and inter-agency Insights that drive creation of messaging and ideas Generation Y - Millennials as employees, recruiters and idea generators Budget restrictions, cost-cutting The commoditization of creativity The rise or changing role of In-house agencies The power of procurement Agency and network mergers Agency Client Increased focus on measurement, ROI and demonstrating the values of Ideas Big Data (e.g. media buying based on big data) New providers of ideas (e.g. Idea Boutiques, Facebook, Twitter) Q1. What are the top 3 trends that you believe will impact the future role of agencies
  • 28. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 29Unleashing Global Marketing Potential™ How are Agencies reacting?
  • 29. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 30 Clients do not see agencies evolving as radically as agencies claim to be 3,4 2,8 49% 19% 20% 26% Strategy Mean% More Iterative/Iterative % More Radical/Radical Agency Client 3,1 2,7 35% 14% 27% 26% Structure Agency Client 3,5 2,9 51% 26% 19% 23% Capabilities Agency Client Increased focus on measurement, ROI and demonstrating the values of Ideas In reaction to this trend, please describe your agency’s response 2% 21% 3% 30% 2% 23% NA Q3 Q5 Q4
  • 30. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 31 But clients do not see agencies evolving as radically as agencies claim to be 3,0 2,6 34% 17% 29% 31% Strategy Mean% More Iterative/Iterative % More Radical/Radical Agency Client 2,9 2,3 26% 6% 33% 34% Structure Agency Client 3,2 2,7 40% 20% 24% 26% Capabilities Agency Client New providers of ideas (e.g. Idea Boutiques, Facebook, Twitter) In reaction to this trend, please describe your agency’s response 7% 29% 9% 34% 7% 31% NA Q3 Q5 Q4
  • 31. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 32 But clients do not see agencies evolving as radically as agencies claim to be 3,1 3,2 40% 35% 29% 24% Strategy Mean% More Iterative/Iterative % More Radical/Radical Agency Client 3,0 2,8 36% 21% 31% 27% Structure Agency Client 3,2 3,1 45% 35% 23% 27% Capabilities Agency Client Big Data (e.g. media buying based on big data) In reaction to this trend, please describe your agency’s response 5% 24% 6% 38% 5% 24% NA Q3 Q5 Q4
  • 32. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 33 Trends – Independent vs Holding 3,5 3,4 51% 46% 20% 19% Strategy Mean% More Iterative/Iterative % More Radical/Radical Independent Part of holding 3,1 3,4 34% 39% 29% 20% Structure Independent Part of holding 3,5 3,5 52% 50% 17% 20% Capabilities Independent Part of holding Increased focus on measurement, ROI and demonstrating the values of Ideas In reaction to this trend, please describe your agency’s response 2% 1% 4% 6% 2% 1% NA Q3 Q5 Q4
  • 33. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 34 There were no “wow” differences when comparing trends from small vs. big creative agency 51% 33% 25% 28% 29% 27% 27% 19% 17% 17% 6% 5% 18% 49% 33% 31% 31% 28% 24% 23% 17% 16% 16% 13% 12% 7% Increased focus on measurement, ROI and demonstrating the value of ideas New providers of ideas (e.g. Idea Boutiques, Crowdsourcing, Facebook, Twitter) Convergence of idea providers - 'everybody doing everything' Big Data (e.g. media buying based on big data) Collaboration - within and across the agency, and inter-agency Insights that drive creation of messaging and ideas New agency revenue streams (e.g., New Products, Experiences, Cultures) Generation Y - Millennials as employees, recruiters and idea generators The commoditization of creativity Budget restrictions, cost-cutting The power of procurement Agency and network mergers The rise or changing role of In-house agencies Small Creative Agency Large Creative Agency Q1. What are the top 3 trends that you believe will impact the future role of agencies * Only US data Based on the scores of the Creative agencies No significance testing completed – advise if you need
  • 34. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 35 Cut Small vs Big Creative agency 3,4 3,2 49% 38% 18% 21% Mean% More Iterative/Iterative % More Radical/Radical 3 3,1 25% 35% 35% 29% 3,5 3,4 51% 50% 15% 23% Increased focus on measurement, ROI and demonstrating the values of Ideas In reaction to this trend, please describe your agency’s response 0% 10% 0% 6% 0% 2% NA Q3 Q5 Q4 StrategyStructureCapabilities Small Creative Agency Large Creative Agency Small Creative Agency Large Creative Agency Small Creative Agency Large Creative Agency Note: very low base “Small” & “Large” – do not make hard conclusions No big differences No big differences
  • 35. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 36 More than any other, Media agencies fully recognize the importance and impact of Big Data and new revenue streams 49% 33% 33% 27% 27% 26% 26% 17% 17% 17% 12% 9% 6% 60% 12% 68% 28% 38% 16% 16% 18% 20% 2% 0% 18% 4% Increased focus on measurement, ROI and demonstrating the value of ideas New providers of ideas (e.g. Idea Boutiques, Crowdsourcing, Facebook, Twitter) Big Data (e.g. media buying based on big data) Convergence of idea providers - 'everybody doing everything' New agency revenue streams (e.g., New Products, Experiences, Cultures) Collaboration - within and across the agency, and inter-agency Insights that drive creation of messaging and ideas Generation Y - Millennials as employees, recruiters and idea generators Budget restrictions, cost-cutting The commoditization of creativity The rise or changing role of In-house agencies The power of procurement Agency and network mergers Creative agency Media agency Q1. What are the top 3 trends that you believe will impact the future role of agencies Note: very low base ‘Media agency’ do not make hard conclusions
  • 36. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 37 Media agencies are more focused on new revenue streams than creative agencies… Zooming in on top 3 trends Creative 0 20 40 60 Big Data (e.g., media buying based on big data) New providers of ideas (e.g., idea boutiques, crowdsourcing, Facebook, Twitter) Increased focus on measurement, ROI, and demonstrating the value of ideas 49% 33% 33% 1 2 3 Media 0 20 40 60 80 New agency revenue streams (e.g., new products, experiences, cultures) Increased focus on measurement, ROI, and demonstrating the value of ideas Big Data (e.g., media buying based on big data) 68% 38% 60% Q1. What are the top 3 trends that you believe will impact the future role of agencies
  • 37. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 38 Media agencies are more aligned with over-performers… Focus on new revenue streams is the difference 1 2 3 Media 0 20 40 60 80 New agency revenue streams (e.g., new products, experiences, cultures) Increased focus on measurement, ROI, and demonstrating the value of ideas Big Data (e.g., media buying based on big data) 68% 38% 60% Over-performers 0 20 40 60 New agency revenue streams (e.g., new productes, experiences, cultures) Big data (e.g., media buying based on big data) Increased focus on measurement, ROI, and demonstrating the value of Ideas 45% 35% 36%
  • 38. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 39 0 20 40 60 New providers of ideas (e.g., Idea Boutiques, Crowdsourcing, Facebook, Twitter) Big data (e.g., media buying based on big data) Increased focus on measurement, ROI, and demonstrating the value of Ideas 54% 31% 38% …whereas creative agencies are more aligned with the “rest” More focused on the competition, not developing their own capability Creative 0 20 40 60 Big Data (e.g., media buying based on big data) New providers of ideas (e.g., idea boutiques, crowdsourcing, Facebook, Twitter) Increased focus on measurement, ROI, and demonstrating the value of ideas 49% 33% 33% 1 2 3 45% 35% 36% Rest
  • 39. Unleashing Global Marketing Potential™ footer text to be changed in Slide Master • Page 40Unleashing Global Marketing Potential™ A2020 Over-Performers What makes them winners?
  • 40. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 41 Who are the Over-performers? Over-performers self-reported revenue growth >10% in last 3 years 25% 27% 26% 22% Size of the Agency 0-49 FTE 50-130 FTE 131-490 FTE 491 FTE and more 84% 16% Agency offering Creative Agency Media Agency 70% 29% 2% Type of Agency Independent/privately owned Part of holding other 0-49 FTE n=31 50-130 FTE n=34 131-490 FTE n=33 491 FTE and more n=27 Creative Agency n=105 Media Agency n=20 Independent/privately owned n= 87 Part of holding n=36 Other n=2 Only US data n=125 7. 6. 8.
  • 41. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 42 Over-performers are more focused on new revenue streams than new providers of ideas Less looking at the competition, more evolving the company 45% 36% 35% 30% 28% 26% 22% 18% 14% 14% 14% 11% 6% 54% 38% 24% 31% 20% 28% 23% 19% 18% 20% 11% 10% 5% Increased focus on measurement, ROI and demonstrating the value of ideas Big Data (e.g. media buying based on big data) New agency revenue streams (e.g., New Products, Experiences, Cultures) New providers of ideas (e.g. Idea Boutiques, Crowdsourcing, Facebook, Twitter) Collaboration - within and across the agency, and inter-agency Convergence of idea providers - 'everybody doing everything' Insights that drive creation of messaging and ideas Generation Y - Millennials as employees, recruiters and idea generators The commoditization of creativity Budget restrictions, cost-cutting The power of procurement The rise or changing role of In-house agencies Agency and network mergers Over-performers Rest Increased focus on measurement, ROI and demonstrating the values of Ideas Big Data (e.g. media buying based on big data New agency revenue streams (e.g., New Products, Experiences, Cultures) What are the top 3 trends that you believe will impact the future role of agencies ** **represents a difference that is significant (95% of confidence) *represents a difference that is indicative (90% of confidence)
  • 42. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 43 Across the board, over-performers are evolving more radically in response to trends 3,7 3,2 66% 41% 14% 24% Strategy Mean% More Iterative/Iterative % More Radical/Radical Over-perform Rest 3,4 2,9 52% 26% 21% 35% Structure Over-perform Rest 3,7 3,3 64% 47% 14% 24% Capabilities Over-perform Rest Increased focus on measurement, ROI and demonstrating the values of Ideas In reaction to this trend, please describe your agency’s response 0% 1% 0% 1% 0% 0% NA Note: low base both groups – results are indicative Q3 Q5 Q4
  • 43. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 44 Across the board, over-performers are evolving more radically in response to trends 3,5 2,9 51% 32% 18% 38% Strategy % More Iterative/Iterative % More Radical/Radical Over-perform Rest 3,2 2,8 42% 32% 24% 40% Structure Over-perform Rest 3,5 3,0 56% 37% 18% 29% Capabilities Over-perform Rest Big Data (e.g. media buying based on big data) In reaction to this trend, please describe your agency’s response 4% 4% 4% 4% 4% 4% Mean NA Q3 Q5 Q4 Note: low base both groups – results are indicative
  • 44. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 45 Across the board, over-performers are evolving more radically in response to trends 3,7 3,5 61% 54% 11% 21% Strategy % More Iterative/Iterative % More Radical/Radical Over-perform Rest 3,3 3,1 48% 33% 25% 30% Structure Over-perform Rest 3,7 3,4 64% 44% 16% 16% Capabilities Over-perform Rest New agency revenue streams (e.g., New Products, Experiences, Cultures) In reaction to this trend, please describe your agency’s response 0% 2% 0% 2% 0% 2% Mean NA Large gaps across all three measures Q3 Q5 Q4 Note: low base both groups – results are indicative
  • 45. Big Insights Purposeful Positioning Total Experience Harvesting learning and leveraging skills Building understanding and interdependent mindset Energizing passion around the brand vision Aligning strategy, targets and rewards Creating structure and roles and responsibilities and aligning behavior Drivers of Global Marketing Effectiveness
  • 46. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 47Unleashing Global Marketing Potential™ Big Insights Big Insights Purposeful Positioning Total Experience
  • 47. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 48 Clients doubt that agencies have the right data and analytics available 48% 49% 45% 35% 60% 54% 0% 20% 40% 60% 80% 100% Our agency has the right data and analytics available to measure effectiveness Big data will help demonstrate the value of creative ideas We have a structural approach in place to track brand equity Agency Client % Strongly agree & Agree Q7. Q8. Q9. Q10. Note: low base “Client” – results are indicative ** * * Represents a difference that is indicative (90% confidence) ** represents a difference that is significant (95% of confidence)
  • 48. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 49 Media agencies are more confident in their ability to lead the way when it comes to data 45% 46% 68% 68% 0% 20% 40% 60% 80% 100% Our agency has the right data and analytics available to measure effectiveness Big data will help demonstrate the value of creative ideas Creative Media agency Note: very low base ‘Media agency’ do not make hard conclusions % Strongly agree & Agree Q7 Q8 ** * Represents a difference that is indicative (90% confidence) ** represents a difference that is significant (95% of confidence) ** 1 2 3
  • 49. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 50 Smaller creative agencies feel less equipped than larger creative agencies Q7. Small creative agencies feel even less equipped 37% 50% 0% 20% 40% 60% 80% 100% Our agency has the right data and analytics available to measure effectiveness Small Creative Agency Large Creative Agency % Strongly agree & Agree *
  • 50. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 51 On all capability measures the agency rates itself higher than rated by clients Agency Egos  45% 58% 35% 41% 0% 20% 40% 60% 80% 100% Our agency has sufficient capability in data analysis and analytics Our agency’s senior management sufficiently understands social and digital marketing Agency Client Q26. Q25. Note: low base, conclusions ‘Client’ are indicative Agency Leadership **
  • 51. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 52 Bigger agencies have more sufficient capabilities in data and analytics than smaller agencies 30% 44% 45% 59% 0% 20% 40% 60% 80% 100% Our agency has sufficient capability in data analysis and analytics 0-49 FTE 50-130 FTE 131-490 FTE >491 FTE Note: low base, conclusions of all ‘FTE groups’ are indicative Q26. % Agree **4 **represents a difference that is significant (95% of confidence) *represents a difference that is indicative (90% of confidence) **4 **2, 4 **4 1 2 3 4
  • 52. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 53 Media agencies have the edge over creative when it comes to data 41% 66% 0% 20% 40% 60% 80% 100% Our agency has sufficient capability in data analysis and analytics Creative agency Media agency Note: low base “Media”, do not make hard conclusions % Agree Q25 Q26 * Represents a difference that is indicative (90% confidence) ** represents a difference that is significant (95% of confidence) **
  • 53. Unleashing Global Marketing Potential™ footer text to be changed in Slide Master • Page 54Unleashing Global Marketing Potential™ A2020 Over-Performers What makes them winners?
  • 54. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 55 Over-performing agencies have more developed capabilities in Social and Big Data 55% 34% 0% 20% 40% 60% 80% 100% Our agency has sufficient capability in data analysis and analytics Over-performers Rest **
  • 55. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 56 Zooming in: Over-performers vs Bottom 3 55% 34% 0% 20% 40% 60% 80% 100% Our agency has sufficient capability in data analysis and analytics Over-performers Bottom 3 Note: very low base both groups – no hard conclusions Note: Even though significant, no hard conclusions due to low base when over vs bottom 3 **
  • 56. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 57 Over-performers are confident that big data is well integrated at their agency 60% 49% 10% 54% 40% 45% 15% 47% 0% 20% 40% 60% 80% 100% Our agency has the right data and analytics available to measure effectiveness We have a structural approach in place to track brand equity I personally think that data and KPI driven thinking is the enemy of creativity in marketing Big data will help demonstrate the value of creative ideas Overperformers Rest % Strongly agree & Agree All embrace big data – not the enemy of creativity Q7. Q8. **
  • 57. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 58 Zooming in: Over-performers vs Bottom 3 0 10 20 30 40 50 60 70 80 90 100 Overperformers Bottom 3 54% 41% Note: very low base both groups – no hard conclusions Q7 Our agency has the right data and analytics available to measure effectiveness 0 10 20 30 40 50 60 70 80 90 100 Overperformers Bottom 3 Q8 Big data will help demonstrate the value of creative ideas % Strongly agree & Agree % Strongly agree & Agree 60% 39% 54% 34% **represents a difference that is significant (95% of confidence) *represents a difference that is indicative (90% of confidence) ** **
  • 58. Unleashing Global Marketing Potential™ footer text to be changed in Slide Master • Page 59 Big data is more integrated in the over- performing agencies 60% 49% 10% 54% 40% 45% 15% 47% 0% 20% 40% 60% 80% 100% Our agency has the right data and analytics available to measure effectiveness We have a structural approach in place to track brand equity I personally think that data and KPI driven thinking is the enemy of creativity in marketing Big data will help demonstrate the value of creative ideas Overperformers Rest % Strongly agree & AgreeOnly US data Based on the scores of the agencies The “unknown” category is excluded (n=71) Overperformers n=125 Rest n=177 Q7 Q9 Q10 Q8 **represents a difference that is significant (95% of confidence) *represents a difference that is indicative (90% of confidence) **
  • 59. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 60Unleashing Global Marketing Potential™ Purposeful Positioning Big Insights Purposeful Positioning Total Experience
  • 60. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 61 Clients feel more purposeful 49% 71% 0% 20% 40% 60% 80% 100% The positioning of the brand or organization I work with is societally purposeful Agency Client % Strongly agree & Agree• Only US data • Based on the scores of the Agencies & Clients • The “other” category is excluded (n=38) Q14 Note: low base “Client” – results are indicative * Represents a difference that is indicative (90% confidence) ** represents a difference that is significant (95% of confidence) **
  • 61. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 62 Clients do not perceive agencies as having clear positioning… 75% 46% 0% 20% 40% 60% 80% 100% Our agency has a clear positioning Agency Client % Strongly agree & Agree• Only US data • Based on the scores of the Agencies & Clients • The “other” category is excluded (n=38) Q12 Note: low base “Client” – results are indicative * Represents a difference that is indicative (90% confidence) ** represents a difference that is significant (95% of confidence) **
  • 62. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 63 Or having a societal purpose… 51% 38% 0% 20% 40% 60% 80% 100% The positioning of our agency is societally purposeful Agency Client % Strongly agree & Agree• Only US data • Based on the scores of the Agencies & Clients • The “other” category is excluded (n=38) Q13 Note: low base “Client” – results are indicative * Represents a difference that is indicative (90% confidence) ** represents a difference that is significant (95% of confidence) **
  • 63. Unleashing Global Marketing Potential™ footer text to be changed in Slide Master • Page 64 On all positioning measures, “winners” over- perform the less performing companies 79% 57% 53% 71%72% 48% 46% 52% 0% 20% 40% 60% 80% 100% Our agency has a clear positioning The positioning of our agency is societally purposeful The positioning of the brand or organization I work with is societally purposeful We ensure that all employees are fully engaged with our purpose Overperformers Rest Q12 Q13 Q14 Q15 **
  • 64. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 65 Zooming in: Over-performers vs Bottom 3 79% 61% 0% 20% 40% 60% 80% 100% Our agency has a clear positioning Over-performers Bottom 3 Note: very low base both groups – no hard conclusions % Strongly agree & Agree Q12 **represents a difference that is significant (95% of confidence) *represents a difference that is indicative (90% of confidence) **
  • 65. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 66 Zooming in: Over-performers vs Bottom 3 57% 39% 0% 20% 40% 60% 80% 100% The positioning of our agency is societally purposeful Over-performers Bottom 3 Note: very low base both groups – no hard conclusions % Strongly agree & Agree Q13 **represents a difference that is significant (95% of confidence) *represents a difference that is indicative (90% of confidence) *
  • 66. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 67 Zooming in: Over-performers vs Bottom 3 71.00% 32.00% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% We ensure that all employees are fully engaged with our purpose Over-performers Bottom 3 Note: very low base both groups – no hard conclusions % Strongly agree & Agree Q15 **represents a difference that is significant (95% of confidence) *represents a difference that is indicative (90% of confidence) **
  • 67. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 68Unleashing Global Marketing Potential™ Total Experience Big Insights Purposeful Positioning Total Experience
  • 68. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 69 Bigger agencies sense the agency’s role generalizing more than smaller agencies 30% 44% 62% 65% 0% 20% 40% 60% 80% 100% Agency roles will generalize towards everybody doing everything 0-49 FTE 50-130 FTE 131-490 FTE >491 FTE Note: low base – all ‘FTE groups’ – results are indicative % Strongly agree & Agree Q16 Q17 1 2 3 4 * Represents a difference that is indicative (90% confidence) ** represents a difference that is significant (95% of confidence) **2, 4 **3
  • 69. HOW: Organizing for Growth Big Insights Purposeful Positioning Total Experience
  • 70. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 71 This necessitates moving from a “bowtie” to “diamond” model • Traditional, transactional approach • One point of contact between company and stakeholder • Functional silos • Collaborative, team approach • Many points of contact between company and stakeholder • Networked – cross-functional
  • 71. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 72 For example, as in… Account Manager Client Contact Account team Planning team Creative Finance Production Digital Marketing R&D Executives Finance Account Manager Client Contact Account team Planning team Creative Finance Production Digital Marketing R&D Executives Finance From… To… Silo’d Transactional Collaborative Networked
  • 72. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 73Unleashing Global Marketing Potential™ Inspire
  • 73. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 74 Clients and Agencies equally engage with employees 60% 61% 0% 20% 40% 60% 80% 100% We ensure that all employees are fully engaged with our purpose Agency Client % Strongly agree & Agree• Only US data • Based on the scores of the Agencies & Clients • The “other” category is excluded (n=38) Q15 Note: low base “Client” – results are indicative * Represents a difference that is indicative (90% confidence) ** represents a difference that is significant (95% of confidence)
  • 74. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 75 So let’s back up: how inspiring is the industry? • McCann presented “The Truth About Advertising” at last years 4A’s Transformation • Widespread quant/qual survey that included industry and consumers • High-level compare/contrast on how “inspiring” the industry – killer findings include: – 70% of people in industry think “the best is behind us” – 56% of people in advertising think that industry people wish they were doing something more creative – 80% of people in advertising think advertising is a “sink or swim” environment – 57% of industry folks think the industry has a problem attracting/retaining talent – 69% of consumers think advertising has the power to change the world (!) Killer findings from McCann’s presentation at last year’s Transformation See complete findings inside Desk Research Reader under “Inspire”
  • 75. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 76 Agencies’ missions celebrate “what we do” – rather than celebrating “what the world can do” To help the next generation of women develop a positive relationship with the way they look – helping them raise their self-esteem and realize their full potential To give people the power to share and make the world more open and connected To create the world’s most compelling content – through a relentless focus on the work, the work, the work To bring inspiration and innovation to every athlete in the world* (*if you have a body, you have an athlete) To organize the world’s information and make it universally accessible and useful To redefine how stories can be told across brand, digital, and commerce To refresh the world, to inspire moments of optimism and happiness, to create value and make a difference To give everyone the power to create and share ideas and information instantly, without barrier To be the best creator of ideas that truly move people – bar none To create a better everyday life for the many people To be Earth’s most customer- centric company, where customers can find and discover anything they might want to buy online To create the most meaningful brand connections with the lives of people everywhere
  • 76. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 77Unleashing Global Marketing Potential™ Focus
  • 77. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 78 Agencies and clients are generally well aligned when it comes to the best measures 0 10 20 30 40 50 Client Brand Awareness Client sales or profit levels Consumer Engagment 0 10 20 30 40 50 60 Client Market Share Brand Equity / Health Client sales or profit levels Client Brand Awareness Consumer Engagement Agency Client 1 2 3 1 2 3 47% 36% 33% 48% 36% 29% 29% 29%
  • 78. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 79 For over-performers, consumer engagement and sales best capture the value of the agency 54% 37% 34% 27% 26% 24% 12% 10% 9% 9% 8% 6% 5% 5% 1% 0% 34% 42% 39% 29% 32% 37% 28% 16% 8% 9% 5% 7% 4% 5% 5% 1% 2% 33% Consumer engagement Client sales or profit levels Client Revenue Growth Brand Equity / Health Client Brand Awareness Client Market Share Buzz/ Advocacy Media planning & buying efficiencies and effectiveness Brand Love Share of Voice/ Experience MROI Creation of new products and services Net Promoter Score (NPS) Agency growth in terms of share, revenues and/or profit Other Creative Awards It depends on the client/ brand's objectives Overperformers Rest Consumer engagement Client sales or profit levels Client Revenue Growth Q6. Which 3 measures or metrics best capture the value of the ideas that agencies create for brands? * Only US data Based on the scores of the agencies The “unknown” category is excluded (n=71) Over-performers n=125 Rest n=177 Total experience Over- are more focused on client revenue growth ** ** * Represents a difference that is indicative (90% confidence) ** represents a difference that is significant (95% of confidence)
  • 79. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 80 Over-performers are using “new” metrics Zooming in on capabilities 54% 34% 27% 26% 12% 42% 29% 32% 37% 16% Consumer engagement Client Revenue Growth Brand Equity / Health Client Brand Awareness Buzz/ Advocacy Overperformers Rest Q6. Which 3 measures or metrics best capture the value of the ideas that agencies create for brands? * Only US data Based on the scores of the agencies The “unknown” category is excluded (n=71) Over-performers n=125 Rest n=177 Engagement, revenue growth, and innovation are more “new” metrics Brand equity, awareness, and buzz, are more traditional
  • 80. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 81 46% 35% 34% 33% 28% 28% 14% 10% 7% 6% 6% 5% 5% 5% 2% 1% 37% 50% 22% 52% 32% 12% 30% 8% 8% 22% 8% 12% 0% 4% 6% 0% 2% 32% Consumer engagement Client Brand Awareness Client sales or profit levels Client Revenue Growth Client Market Share Brand Equity / Health Buzz/ Advocacy Brand Love Media planning & buying efficiencies and effectiveness Share of Voice/ Experience MROI Net Promoter Score (NPS) Creation of new products and services Agency growth in terms of share, revenues and/or profit Creative Awards Other It depends on the client/ brand's objectives Creative agency Media agency Measurement – creative versus media Q6. Which 3 measures or metrics best capture the value of the ideas that agencies create for brands? Note: very low base ‘Media agency’ do not make hard conclusions
  • 81. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 82Unleashing Global Marketing Potential™ Organize
  • 82. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 83 Lack of clarity around roles and responsibilities is a major issue 34% 45% 32% 41% 38% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% It is fully clear to everybody where individual responsibilities start and end within the agency It is fully clear to everybody where individual responsibilities start and end between the agency and the client It is fully clear to everybody where individual responsibilities start and end between our agency and other agencies working on the same brief/ client Agency Client Agency thinks roles between agency-client are more clear than the client Client thinks roles between multiple agencies are more clear than the agency
  • 83. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 84 Even for over-performers, huge opportunity to create clarity around roles and responsibilities 36% 50% 39% 34% 43% 27% 0% 20% 40% 60% 80% 100% It is fully clear to everybody where individual responsibilities start and end within the agency It is fully clear to everybody where individual responsibilities start and end between the agency and the client It is fully clear to everybody where individual responsibilities start and end between our agency and other agencies working on the same brief/ client Overperformers Rest % Agree* Only US data (& only M2020 US data) Based on the scores of the agencies The “unknown” category is excluded (n=71) Structure is more clear for over-, but even the winners haven’t cracked it Importance of clarity in partnerships – role of client to define roles/responsibilities Q20 Q21 Q22 **represents a difference that is significant (95% of confidence) *represents a difference that is indicative (90% of confidence) **
  • 84. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 85 Where do agencies stand when it comes to Millennials? Significant differences across three dimensions Q24 Our Agency is successfully attracting, developing, and retaining Millennials 0 10 20 30 40 50 60 70 80 90 100 % Agree/Strongly Agree Large Creative Agency Small Creative Agency 0 10 20 30 40 50 60 70 80 90 100 % Agree/Strongly Agree Creative Media 0 10 20 30 40 50 60 70 80 90 100 % Agree/Strongly Agree Agency Client 56% 28% 55% 62% 60% 44% Large more appealing Media has edge ** ** **
  • 85. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 86 Over-performing agencies more successfully attract, develop, and retain Millennials 70% 49% 0% 20% 40% 60% 80% 100% Our agency is successfully attracting, developing and retaining Millennials Overperformers Rest % Strongly agree & Agree Q24 **
  • 86. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 87 Q27 There is a clear career path for me Employees at over-performing agencies see a more clear career path… Fully agree / Agree Neutral Disagree/ fully Disagree Over-performers 11% 15% 75% Fully agree / Agree Netural Disagree / Strongly disagree Rest 64% 21% 15% ** (Fully agree) **represents a difference that is significant (95% of confidence) *represents a difference that is indicative (90% of confidence)
  • 87. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 88Unleashing Global Marketing Potential™ Build
  • 88. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 89 What are the capabilities for the future? 77% 54% 52% 47% 42% 40% 34% 31% 28% 24% 18% 15% 14% 13% 9% 1% 1% 48% 51% 61% 44% 40% 60% 35% 30% 33% 14% 14% 24% 15% 16% 10% 6% 0% Data analysis and analytics Branded content creation Mobile Digital and Social Media advertising Consumer understanding & insights Consumer/customer engagement Big creative idea development Brand strategy Consumer/customer touch point planning New business model development Product or service innovation Brand positioning Shopper marketing/Retail experience Apps creation (e.g. native advertising) Public relations/Crisis Management Advergaming Other Agency Client Data analysis and analytics Branded content creation Mobile Q28. Which of the following capabilities will become more important for your agency in the next 5 years? Agencies more focused on big data – maybe clients aren’t sure yet if agencies will play a role **
  • 89. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 90 The top three capabilities differ from the client and agency perspective Both are focused on data as a trend – so could it be that Clients are not yet convinced that agencies will play a role? 0 20 40 60 80 100 Mobile Branded Content Creation Data analysis and analytics 0 20 40 60 80 100 Branded Content Creation Consumer/Customer Engagement Mobile 61% 60% 51% 77% 54% 52% Agency Client Q28. Which of the following capabilities will become more important for your agency in the next 5 years?
  • 90. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 91 Over-performers are combining data analytics with consumer understanding to get to Big Insights 80% 53% 50% 48% 44% 43% 38% 30% 28% 22% 22% 16% 10% 9% 6% 1% 0% 76% 40% 56% 51% 41% 47% 33% 31% 29% 15% 23% 17% 16% 12% 11% 1% 1% Data analysis and analytics Consumer understanding & insights Branded content creation Mobile Consumer/customer engagement Digital and Social Media advertising Big creative idea development Brand strategy Consumer/customer touch point planning Product or service innovation New business model development Brand positioning Shopper marketing/Retail experience Apps creation (e.g. native advertising) Public relations/Crisis Management Advergaming Other Overperformers Rest Data analysis and analytics Consumer understanding & insights Branded content creation Q28 Which of the following capabilities will become more important for your agency in the next 5 years? All understand importance of big data, but over- are focused on big insights Innovation more important for over- Over- have moved beyond focusing on mobile and digital/social – it’s just the way things are **
  • 91. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 92 Results indicate that Media agencies may be focusing on different capabilites than Creative agencies 75% 52% 49% 47% 42% 40% 37% 34% 27% 24% 17% 17% 14% 13% 10% 1% 1% 90% 62% 74% 44% 24% 58% 16% 12% 38% 26% 2% 24% 6% 20% 2% 0% 2% Data analysis and analytics Branded content creation Mobile Digital and Social Media advertising Consumer/customer engagement Consumer understanding & insights Big creative idea development Brand strategy Consumer/customer touch point planning New business model development Brand positioning Product or service innovation Apps creation (e.g. native advertising) Shopper marketing/Retail experience Public relations/Crisis Management Advergaming Other Creative agency Media agency Q28. Which of the following capabilities will become more important for your agency in the next 5 years? Old school capabilities New school capabilities Data  Insights Note: very low base ‘Media agency’ do not make hard conclusions Awaiting significance testing
  • 92. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 93 Media leadership is leading by example when it comes to social 55% 80% 0% 20% 40% 60% 80% 100% Our agency's senior management sufficiently understands social & digital marketing Creative agency Media agency Note: low base “Media”, do not make hard conclusions % Agree Q25 Agency leadership * Represents a difference that is indicative (90% confidence) ** represents a difference that is significant (95% of confidence) **
  • 93. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 94 Senior mgmt. at winning agencies better understand digital and social – leadership? 71% 49% 0% 20% 40% 60% 80% 100% Our agency’s senior management sufficiently understands social and digital marketing Over-performers Rest **
  • 94. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 95 Q24. Please score your agency’s capabilities versus the job requirements 5 years from now 42% 23% % 20% 40% 60% 80% 100% %Very Good & World Class Agency Client Clients are not entirely convinced of how equipped their agency is **
  • 95. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 96 Q24. Please score your agency’s capabilities versus the job requirements 5 years from now 54% 34% % 20% 40% 60% 80% 100% %Very Good & World Class Overperformers Rest Over-performing agencies feel better equipped for the future **
  • 96. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 97 And employees get more training … Q30 How many days of training do you receive on a regular basis? More than 3 days per year Between 2-3 days per year Less than 2 days per year No formal training Over-performers 23% 13% 46% 18% More than 3 days per year Between 2-3 days per year Less than 2 days per year No formal training Rest 29% 17% 29% 25% ** (>3 days) **represents a difference that is significant (95% of confidence) *represents a difference that is indicative (90% of confidence)
  • 97. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 98 …which they feel is of a higher quality Q29 How would you rate the quality of your agency’s training program (1-10)? 6 and higher 5 and lower Over-performers 40% 60% Rest 29% 17% 29% 25% 6 and higher 5 and lower 52% 48% ** ( >6) **represents a difference that is significant (95% of confidence) *represents a difference that is indicative (90% of confidence)
  • 98. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 99 Thank you LONDON 28-30 Little Russell Street London WC1A 2HN United Kingdom T: +44 207 831 8444 NEW YORK 648 Broadway, Ste 502 New York, NY 10012 USA T: +1 212 358 9638 SINGAPORE 17A Duxton Road Singapore 089483 Singapore T: +65 6221 3693 AMSTERDAM Singel 540 1017 AZ Amsterdam The Netherlands T: +31 20 330 2636 info@effectivebrands.com Unleashing Global Marketing Potential™ TOKYO World Udagawa Bldg 6F 36-6, Udagawa-cho, Shibuya-ku Japan T +81 3 6855 7845

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