Kenny Lim
Mar 12, 2010

R3 study: China marketers employing more agencies than ever before

BEIJING - A new study by R3 has found that marketers in China are rapidly changing the structure of their agency relationships and moving from a 'one stop shop' structure to a range of specialist solutions to meet their marketing needs.

R3 China marketing

The research involved a five-month face-to-face interview process with 234 senior marketers in China and included clients such as Coca-Cola, Nokia, McDonald’s and Diageo as well as major local clients including China Mobile, Yili, Lenovo and Bright Dairy.

The statistics reveal that marketers in China now engage a specialist agency other than their core creative or media agency in much higher numbers for disciplines including event marketing and road shows up 11 per cent since...

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