Report Card evaluates industry in transition
The agency landscape we once knew has changed dramatically, and nowhere is this more evident than in Campaign’s 11th Agency Report Card — the most detailed analysis of advertising and media agency performance in Asia-Pacific.
The Agency Report Card has been extracted from submissions from 46 of the region’s top creative and media networks, independent new business analysis and awards from major festivals around the world — representing in our view the fairest and most quantitative approach possible to review the 12 months of 2013. On page 39 you’ll find more on the scoring and the revamped process that set out to allow for greater agency participation in the evaluation process.
So what does the Report Card tell us? Overall, it shows that networks performed strongly in 2013, and delivered business value. There is evidence of growth in diversifying services and deepening capabilities in digital, which for some media networks now accounts for 40 per cent or more of revenue. WPP’s Mindshare for instance counts more than 50 per cent of its business from outside of traditional media activities, from services such as consulting, analytics and activation.
Talent wise, many of the networks invested in people by hiring talent directors in markets. There were also changes at the top at many of the regional media networks: Cheuk Chiang came in at Omnicom Media Group; Susana Tsui at PHD; Gerry Boyle at ZenithOptimedia; Mark Heap at MediaCom, and Ajit Varghese at Maxus, to name a few. The transitions didn’t derail steady growth, and most of these networks have gone from strength to strength, building their businesses and those of their clients significantly while settling in with new leadership.
After much debate, Campaign moved 13 of the creative networks up and one down. In media, five agencies moved up.
As always, we look forward to hearing your feedback on the Agency Report Card. The evolution of the industry, the impact of global mergers and the challenge of expanding business revenue are also detailed in our Media360Asia coverage (see page 58).
Letters, blogs, campaignasia.com’s top 10
Latest news round-up
R3’s New Business League
The Big Picture
What matters to Chinese consumers
Why acquisitions so often fail
SapientNitro’s new ECD Andy Greenaway
Craig Davis on ideas
Uber and the future of CRM
Beauty brands in China
Data and marketers
Adam Morgan on insight
Search and crisis management
Maxus’ Ajit Varghese
The importance of viewability online
Crowdsourcing as brand engagement
Marcel Fenez on media
How to manage hostility to takeovers
Cindy Gallop on influence
The face behind the brand
Mark Liversidge wants to shake up the world of hotel marketing
Agency Report Card
Creative and media agency performance in 2013 reviewed and scored, plus agency holding companies and family tree
The Atifa Silk interview
Dentsu Aegis Network CEO Jerry Buhlmann on scale, culture and why he stayed
Coverage of the event’s sessions and charity dinner including:
WPP’s Sir Martin Sorrell on 2014
The impact of consolidation
Mad men and math men
How to manage pitching more effectively
The commoditisation of media
The modern media business
The latest ads reviewed
Improve your career
Jeremy Bullmore, career lessons, plus the latest industry jobs
Industry gossip, party pics, twitterati and Google personalities
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