1. CHINA AGENCY SCOPE
MOST RESPECTED
COMPANIES2018
METHODOLOGY
R3’s 7th
survey of agencies in China involved face-to-face
interviews with senior marketers covering 746 agency
relationships
272
Marketers on
Advertising
Agencies
167
Marketers on
Media Agencies
198
Marketers on
Digital Agencies
109
Marketers on
Marketing Services
Agencies
Most respected
companies in China
We asked respondents which other company they consider to
be the most respected marketing team in China
35.5
21.5
mentions
13.4
11.8
11.8
10.8
8.1
8.1
7.5
7.5
10.2
*MARKETING PROFESSIONAL INTERVIEWED IN 2018: 205. DATA IN %.
7.5
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2. CHINA AGENCY SCOPE
CREATIVE AGENCIES
SELECTION CRITERIA
2018
METHODOLOGY
R3’s 7th
survey of agencies in China involved face-to-face
interviews with senior marketers covering 746 agency
relationships
272
Marketers on
Advertising
Agencies
167
Marketers on
Media Agencies
198
Marketers on
Digital Agencies
109
Marketers on
Marketing Services
Agencies
SELECTION CRITERIA
The following criteria were ranked as 'very important'
by marketers when selecting advertising agencies:
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Creativity 91%
THE AGENCY’S TEAM 81%
INNOVATION CAPABILITIES 80%
STRATEGIC
PLANNING 74.5%
EXPERTISE
IN TRENDS 61.5%
INTEGRATED
SERVICES OFFERING 44.5%
DIGITAL
CAPABILITIES
43.5%
EXPERIENCE IN
A SIMILAR SECTOR 32%
NO CONFLICT IN
SIMILAR SECTOR 24.5%
RESULTS FOR
OTHER CLIENTS
17.5%
RECOMMENDATION
OF HEAD OFFICE 16%
MULTINATIONAL
AGENCY 13%
PREVIOUS
RELATIONSHIP 8.5%
THE COST
OF THE SERVICE 8.5%
MEDIA SERVICES 6.5%
MULTIPLE
LOCATIONS
IN CHINA
5%
SIZE OF
THE AGENCY 4.5%
Awards 2.5%
RANKINGS 2%
EXTERNAL
CONSULTANTS 1.5%
LOCAL
CHINESE AGENCY 1.5%

3. CHINA AGENCY SCOPE
2018
METHODOLOGY
R3’s 7th
survey of agencies in China involved face-to-face
interviews with senior marketers covering 746 agency
relationships
272
Marketers on
Advertising
Agencies
167
Marketers on
Media Agencies
198
Marketers on
Digital Agencies
109
Marketers on
Marketing Services
Agencies
*MARKETING PROFESSIONAL INTERVIEWED IN 2018: 205. DATA IN %.
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MEDIA AGENCIES
SELECTION CRITERIA
SELECTION CRITERIA
The following criteria were ranked as 'very important'
by marketers when selecting advertising agencies:
NEGOTIATING SKILLS
MEDIA PLANNING SKILLS STRATEGIC PLANNING THE AGENCY'S TEAM
81.8% 81.8% 76%
75.3%
INNOVATION CAPABILITIES 65.6%
DIGITAL CAPABILITIES 53.9%
TRANSPARENT
FINANCIAL SYSTEM 44.8%
MODELLING / ROI ANALYSIS 35.7%
PERFORMANCE 29.2%
EXPERIENCE IN A
SIMILAR SECTOR 24.7%
RECOMMENDATION
OF HEAD OFFICE 24%
NO CONFLICT 20.1%
QUALITY OF RESEARCH 19.5%
SEO / SEM 19.5%
SOCIAL MEDIA EXPERIENCE 18.8%
THE COST OF SERVICE 16.9%
INTERNATIONAL NETWORK 16.2%
16.2%TECH CAPABILITIES
SIZE OF THE AGENCY 12.3%
RTB / PROGRAMMATIC 11.7%
PREVIOUS RELATIONSHIP 9.1%
awards 3.9%

4. CHINA AGENCY SCOPE
AGENCY
COMPENSATION
2018
METHODOLOGY
R3’s 7th
survey of agencies in China involved face-to-face
interviews with senior marketers covering 746 agency
relationships
272
Marketers on
Advertising
Agencies
167
Marketers on
Media Agencies
198
Marketers on
Digital Agencies
109
Marketers on
Marketing Services
Agencies
Most respected
companies in China
Amongst communication agencies, there has been a
major move to project-based remuneration. Chinese
marketers are relatively close to the global
benchmark for project-based and fee/retainer-based
remuneration.
=*INCLUDES CREATIVE-ADVERTISING, BTL AND DIGITAL AGENCIES
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Project basis
32.4%
Commission
1.8%
Fee/Retainer
64%

5. CHINA AGENCY SCOPE
CLIENT-AGENCY
RELATIONSHIPS
2018
METHODOLOGY
R3’s 7th
survey of agencies in China involved face-to-face
interviews with senior marketers covering 746 agency
relationships
272
Marketers on
Advertising
Agencies
167
Marketers on
Media Agencies
198
Marketers on
Digital Agencies
109
Marketers on
Marketing Services
Agencies
DURATION OF
THE RELATIONSHIP
The duration of Chinese client-agency relationships has been
on the rise since our 1st study in 2006. Relationships in
Mexico and Brazil are some of the world's longest at almost
six years.
*MARKETING PROFESSIONAL INTERVIEWED IN 2018: 205. DATA IN AVERAGES
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BENCHMARK
0 3 6 9 12
4.3 YEARS
2.6 YEARS
2.9 YEARS
10.3 YEARS
5.8 YEARS
1.43 YEARS
1.92 YEARS
BRAZIL
MEXICO
UK
CHINA
INDIA
SOUTH AFRICA