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