IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 2 Our 2018 study comprises of managersand above levels, who are responsiblefor marketing, communications, adver- tising, digital and media in China. Theircompany must be currently workingwith at least one creative or mediaagency. The professional interviewed ineach company had to be involved in thedecision making process for selectingagencies and approving the work of theiragencies. They had also to interact withcreative-media agencies on an on-go- ing basis. In addition to R3-SCOPEN’sown databases, leading agencies inChina were asked for a list of their mostimportant clients, who collectively wereapproached by our interviewers. Methodology 方法论 UNIVERSE 研究概述2018年度调查的对象包括中国市场营销、 传播、数字与媒体行业的高管。他们的公司当前 必须与至少一家创意或媒介代理商合作，且每位 受访的专业人士必须直接参与选择和核准代理商 的决策过程，他们必须与营销传播或媒介代理商 长期互动。除了胜三和SCOPEN的自有数据库 之外，中国多家优秀代理商也提供了重要客户的 名单，此次研究中涵盖了对于这些客户的访谈。 3 china agency Scope 2018 SAMPLE 研究样本 406 individuals working in 309 client companieswith 746 client-agency (Creative, Marketing Ser- vices, Digital and Media) relationships analysed. Inaddition to individuals in marketing departments ofclient companies, we also interviewed the follow- ing professionals to complete the Study: Agencyprofessionals (199 individuals), Trade Press Editors(14 individuals) and Procurement directors (32individuals). 本次研究的样本来自309家客户公司的406名专业人士，746个 客户/代理商关系（创意、线下/市场营销服务、数字营销和媒体)。 为了完善调查，此次研究不仅采访了客户公司的市场营销人员， 还采访了以下专业人士：代理商专业人士（199人）、行业刊物编辑 （14人）和采购总监（32人）。 MARKETING PROFESSIONALS INTERVIEWED 受访客户20162018 CREATIVE AGENCIES受访客户与创意广告代理商关系225215 MARKETING SERVICES AGENCIES (BTL)受访客户与线下市场营销服务代理商关系7076 DIGITAL AGENCIES受访客户与数字营销代理商关系121159 MEDIA AGENCIES受访客户与媒体代理商关系195154 CLIENT-AGENCIES RELATIONSHIPS ANALYSED客户与代理商关系分析20162018 CREATIVE AGENCIES受访客户与创意广告代理商关系263272 MARKETING SERVICES AGENCIES (BTL)受访客户与线下市场营销服务代理商关系88109 DIGITAL AGENCIES受访客户与数字营销代理商关系150198 MEDIA AGENCIES受访客户与媒体代理商关系202167 OTHER PROFESSIONALS INTERVIEWED 其他受访的专业人士20162018 SENIOR PROFESSIONALS WORKING IN CREATIVE, BTL, MEDIA ANDDIGITAL AGENCIES资深代理商创意、限下、媒体或数字营销专业人士 242199 TRADE PRESS PUBLICATION EDITORS ON CREATIVE, BTL, DIGITALAND MEDIA AGENCIES行业杂志编辑对创意、线下、媒体、数字营销代理商的看法 1314 PROCUREMENT客户方的采购部人员2832 SAMPLE PROFILE 访谈概况 A total of 805 Professionals Interviewed in 2018共有805位营销专业人士接受了访谈 IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 4 QUESTIONNAIRE 调查问卷 The methodology used asemi-structured questionnairewith further open-ended ques- tions that allowed intervieweesto provide in-depth opinions. Allquotes referring to each subscrib- ing agency are included in theIndividual and Confdential Reportprepared for that specifc agency.The average duration of interviewswas 55 minutes. 本次研究采用半开放式问卷，另有若干开放式 问题，以便受访者能够深入解答并提供意见。 本报告如有引用内容提及订阅本报告的某一 代理商，该代理商的《保密报告》也将包含 这一引用内容。每段采访的平均时长55分钟。 type of Interview 采访类型 Face-to-face interviews were heldusing a closed questionnaire (withSenior Marketers or Senior Direc- tors). 60% of interviews were doneface-to-face in the offces of theclient companies. On-line inter- views were conducted to interviewagency professionals and Procure- ment professionals. 调查采用面对面访谈形式，配合封闭式调查 问卷。（对象为资深营销人员或高级 主管）60%的采访在客户公司通过面对面访谈 完成，线上问卷用于采集代理商专业 人士和采购专业人士的意见。。。。。。。