Adarco, Results to conduct regional ad agency survey

<p>Adarco Limited and its partner, Results International Consulting, a </p><p>UK-based business consultancy for the advertising, PR and marketing </p><p>communications industries, will conduct the first regional advertising </p><p>agency survey in Asia this year. </p><p><BR><BR> </p><p>Twenty leading advertising agencies across the region have already </p><p>signed up to receive the results from the survey, which will cover seven </p><p>key mature and developing markets: Beijing, Shanghai, Guangzhou, Hong </p><p>Kong, Bangkok, Singapore and Kuala Lumpur. </p><p><BR><BR> </p><p>Adarco managing director Sara Fielding said that since the economic </p><p>crisis weakened business in Asia over two years ago, the advertising </p><p>industry has had to face many challenges and embrace change in order to </p><p>survive. </p><p><BR><BR> </p><p>The survey intends to identify those changes and provide agencies with a </p><p>reliable and in-depth view of their current market position. </p><p><BR><BR> </p><p>She said the survey would follow a successful European formula that has </p><p>been adapted to Asia's unique market and will ask advertisers their </p><p>opinions of industry trends and agency perceptions. </p><p><BR><BR> </p><p>"The idea is there will be two levels in the target market to assess </p><p>advertiser's perception of the advertising agency industry," Ms Fielding </p><p>said. </p><p><BR><BR> </p><p>"First will be senior decision makers that control the advertising and </p><p>marketing budget. </p><p><BR><BR> </p><p>"But we will also include middle managers who have day-to-day contact </p><p>with agencies to gain both perspectives." </p><p><BR><BR> </p><p>The survey will also cover topical issues for the industry, such as </p><p>demands for additional services, awareness and use of media specialists </p><p>as well as changes in methods of agency compensation. </p><p><BR><BR> </p><p>Fieldwork will be handled by Asia Market Intelligence and will begin in </p><p>June, with results available by end of the year. </p><p><BR><BR> </p><p>"The survey will provide agencies with a realistic view of how they are </p><p>perceived by all advertisers, not just existing clients and will provide </p><p>agencies with valuable information for developing new business </p><p>presentations," Results International Consulting managing director Jim </p><p>Bell told MEDIA. </p><p><BR><BR> </p>