The R3/Grupo Consultores study, which saw 536 clients interviewed in person across 12 China cities, reveals that more than one quarter of agency-client relationships are less than one year old, compared to 19 per cent two years ago. In addition, 37 per cent are project-based relationships, up from 28 per cent in 2006.
The average length of relationship is now 2.5 years, down from 2.8 years in 2006, and well below the Europe/US average of six years.
Amid this backdrop, some agencies and clients are prospering. Like 2006, Ogilvy and MindShare lead their respective agency sectors in terms of perception. “Ogilvy not only led in terms of awareness, with two thirds of marketers spontaneously mentioning them, they also led the way in terms of creative and strategic perception” said R3 principal Greg Paull (pictured). “It wasn’t the typically spectacular year for MindShare in terms of new business, but they continued to market their agency well and expand their skills.”
On the client side, P&G and, perhaps surprisingly, Mengniu tied for first place for most admired marketer, while Coca-Cola placed third. The study also reveals which agency professionals are top of mind with marketers, with Publicis China ECD Violet Wang and JWT China CEO Tom Doctoroff leading the way.
