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Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 1Unleashing Global Marketing Potential™
V5 Revised 03/03/14
Quantitative Results Discussion
March 6th 2014
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
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 3Unleashing Global Marketing Potential™
Research Sources
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
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 5
In Vision Interviews, we spoke to Agency,
Client, and Media Thought-Leaders…
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 6
Over 250 Marketing2020 CMO interviews
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 7
…from leading marketing organizations
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
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
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 10
US Creative Agencies
Who participated?
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?
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 12
US Media Agencies
Who Participated?
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?
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
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
Under-
performers
Over-
Performers
17
Validation
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 18Unleashing Global Marketing Potential™
Industry Change Drivers
Trends
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 19
Change Drivers
1. Mega Trends
2. Client Trends (Marketing2020)
3. Agency Trends
Megatrends
that challenge us all
Social marketing
Purposeful Marketing
Collaborating with Consumers
Globalization
Opportunity to influence business
Infobesity
Privacy risks
Organizational silos
Doing more with less
Touch point consistency
Ability to stay current
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
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
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
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 29Unleashing Global Marketing Potential™
How are Agencies reacting?
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
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
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
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
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
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
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
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
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%
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
Unleashing Global Marketing Potential™
footer text to be changed in Slide Master • Page 40Unleashing Global Marketing Potential™
A2020 Over-Performers
What makes them winners?
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.
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)
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
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
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
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
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 47Unleashing Global Marketing Potential™
Big Insights
Big Insights
Purposeful Positioning
Total Experience
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)
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
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
*
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
**
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
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)
**
Unleashing Global Marketing Potential™
footer text to be changed in Slide Master • Page 54Unleashing Global Marketing Potential™
A2020 Over-Performers
What makes them winners?
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
**
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
**
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.
**
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)
**
**
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)
**
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 60Unleashing Global Marketing Potential™
Purposeful Positioning
Big Insights
Purposeful Positioning
Total Experience
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)
**
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)
**
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)
**
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
**
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)
**
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)
*
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)
**
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 68Unleashing Global Marketing Potential™
Total Experience
Big Insights
Purposeful Positioning
Total Experience
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
HOW:
Organizing
for Growth
Big Insights
Purposeful Positioning
Total Experience
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
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
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 73Unleashing Global Marketing Potential™
Inspire
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)
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”
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
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 77Unleashing Global Marketing Potential™
Focus
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%
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)
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
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
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 82Unleashing Global Marketing Potential™
Organize
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
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)
**
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
** ** **
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
**
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)
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 88Unleashing Global Marketing Potential™
Build
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
**
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?
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
**
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
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)
**
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
**
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
**
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
**
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)
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)
Unleashing Global Marketing Potential™
Agency2020 Initial Quant Debrief• Page 99
Thank you
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T: +44 207 831 8444
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New York, NY 10012
USA
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4A's Agency2020 Report

  • 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.
  • 18. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 18Unleashing Global Marketing Potential™ Industry Change Drivers Trends
  • 19. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 19 Change Drivers 1. Mega Trends 2. Client Trends (Marketing2020) 3. Agency Trends
  • 24. Privacy risks Organizational silos Doing more with less Touch point consistency
  • 25. Ability to stay current
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 29Unleashing Global Marketing Potential™ How are Agencies reacting?
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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%
  • 39. 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
  • 40. Unleashing Global Marketing Potential™ footer text to be changed in Slide Master • Page 40Unleashing Global Marketing Potential™ A2020 Over-Performers What makes them winners?
  • 41. 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.
  • 42. 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)
  • 43. 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
  • 44. 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
  • 45. 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
  • 46. 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
  • 47. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 47Unleashing Global Marketing Potential™ Big Insights Big Insights Purposeful Positioning Total Experience
  • 48. 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)
  • 49. 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
  • 50. 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 *
  • 51. 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 **
  • 52. 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
  • 53. 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) **
  • 54. Unleashing Global Marketing Potential™ footer text to be changed in Slide Master • Page 54Unleashing Global Marketing Potential™ A2020 Over-Performers What makes them winners?
  • 55. 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 **
  • 56. 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 **
  • 57. 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. **
  • 58. 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) ** **
  • 59. 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) **
  • 60. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 60Unleashing Global Marketing Potential™ Purposeful Positioning Big Insights Purposeful Positioning Total Experience
  • 61. 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) **
  • 62. 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) **
  • 63. 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) **
  • 64. 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 **
  • 65. 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) **
  • 66. 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) *
  • 67. 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) **
  • 68. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 68Unleashing Global Marketing Potential™ Total Experience Big Insights Purposeful Positioning Total Experience
  • 69. 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
  • 71. 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
  • 72. 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
  • 73. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 73Unleashing Global Marketing Potential™ Inspire
  • 74. 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)
  • 75. 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”
  • 76. 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
  • 77. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 77Unleashing Global Marketing Potential™ Focus
  • 78. 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%
  • 79. 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)
  • 80. 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
  • 81. 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
  • 82. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 82Unleashing Global Marketing Potential™ Organize
  • 83. 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
  • 84. 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) **
  • 85. 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 ** ** **
  • 86. 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 **
  • 87. 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)
  • 88. Unleashing Global Marketing Potential™ Agency2020 Initial Quant Debrief• Page 88Unleashing Global Marketing Potential™ Build
  • 89. 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 **
  • 90. 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?
  • 91. 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 **
  • 92. 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
  • 93. 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) **
  • 94. 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 **
  • 95. 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 **
  • 96. 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 **
  • 97. 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)
  • 98. 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)
  • 99. 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