admarket 2014 / atl

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METHODOLOGY

p a r t o f

Quantitative B2B Research Report

AdMarket Study 2014

The ATL Ad Section

February - May 2014

Participants’ Edition

© D&D Research 2014

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↘ CENTRAL AIM of the research was to assess the „current state of affairs” of the Advertising Community in

Romania on three of its main branches: Media, Digital and ATL.

This aim was attained by measuring key relevant parameters within the following dimensions:

This aim was attained by measuring key relevant parameters within the following dimensions:

A Perception elements

B Usage and attitudes elements

C Participant company relevant descriptors

[≡] Please note that this report focuses on the ATL branch of the Advertising Community.

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↘ RESEARCH DESIGN

Methodology:

Business to Business approach, semi-structured interview, deployed face to face (PAPI) by field executives using

a custom made printed questionnaire

Category: relevant data incumbents from companies that have been clients for the Media Advertising Agencies

INSTRUMENT

Custom made questionnaire focused on ATL Agencies build to measure all elements established as objectives.

The questionnaire has 47 items. Average interview duration on this questionnaire (ATL section only) was 25

minutes.

SAMPLE

The participants were 133 individuals in charge of the media communication activities in 122 commercial

companies that had had this type of activities in 2013.

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REPORTING

↘ In the following we present the key findings of the study.

Reporting follows the questionnaire logic and structure and specifies for each graphic:

the measured dimension

the source question

answer type

total sample base used to compute percentages for that question

measured percentages

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A1.2. ATL AGENCIES ALL UNPROMPTED AWARENESS

[»] What other advertising agencies do you know or

heard of?

*N=133, spontaneous multiple answers

58,6

52,6

37,6

36,1

32,3

28,6

27,1

21,1

15,8

15,0

13,5

12,0

10,5

9,0

9,0

9,0

6,0

6,0

5,3

5,3

4,5

1,5

37,6

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

BV McCann Erickson

Leo Burnett & Target

Graffiti/BBDO

Saatchi & Saatchi

GMP Advertising

Ogilvy

Publicis

Next Advertising

Propaganda

Lowe & Partners

DDB Bucuresti

Tempo Advertising

CAP

Headvertising

Friends

JWT Cohn & Jansen

Papaya Advertising

Geometry Global

TBWA Bucuresti

23 Communication Ideas

HAVAS Worldwide

Generic Audiovizual (GAV)

Other

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Agencies mentioned under the “other” category:

ADDV

ADVANCE IDEAS

ADVENTURES

ARSENOAIEI & MATASEL

BABEL COMMUNICATION

BAD CAT

BLOOM COMMUNICATION

BRAND FUSIONS

BRIDGE COMMUNICATION

CSR AGENCY

DC COMMUNICATION

DRAFT FCB

ECHIPA DE PR

GAVRILA SI ASOCIATII

GOLINHARRIS

HIPPOS

ILEO

INITIATIVE MEDIA

INITIATIVES

MERCURY 360

PASTEL

PHD

PRESAGE

REPUBLIKA

ROGALSKY PR

RUSU BOTUN

SENIORHYPER

SPOON

THE GEEKS

THE GROUP

THE PRACTICE

THE SECRET SERVICE

WUNDERMAN

ZENITH

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U1. EMPLOYED AGENCIES

[»] In 2013, with how many advertising agencies did

your company worked with?

*N=133, closed single answer

28,6

27,1

24,1

20,3

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

two

one

more than 3

three

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U2.2. IMPORTANT MARCOM ACTIVITIES IN 2014

[»]

Please chose from the following marketing and

communication activities, which of them will be most

important for your company’s business?

*N=133, closed ranking

59,65

56,10

41,99

28,78

27,60

17,30

7,10

0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00

Strategy

Creation

Digital communication overall (Social Media, Mobile

Marketing, Search Engine Marketing etc.)

PR and Corporate Communication

Events/ Direct Marketing

Shopper Marketing/Trade

Other

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U3. ADVERTISING NEEDS

[»]

Which of the following sentences describe best the

way your company prefers to cover its’ advertising

needs?

*N=133, closed multiple answers

52,6

40,6

12,0

12,0

11,3

6,0

3,8

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

working with more than one advertising agencies

specialized in particular areas

working with a single advertising agency

working with an external consultant/ freelancer

assigning for each brand different agencies

developing an in-house department

working with an agency from outside the country

DK/NA

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U4. SPECIALIZED VS. FULL SERVICE

[»] In which of the following areas a specialized agency

will perform better than an advertising agency??


65,4

53,4

39,8

38,3

33,1

32,3

0,8

2,3

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Digital communication overall (Social Media, Mobile

Marketing, Search Engine Marketing etc.)

Media planning and buying

Events/ Direct Marketing

Strategy and Creation

Branding Consultancy

Shopper Marketing/Trade

Other

DK/NA


PE1. MARCOM BUDGET

[»] In 2013, what was the budget for advertising and

communication activities?


10,5

13,5

21,1

8,3

35,3

11,3

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

< 50.000 €

50.000-100.000 €

100.000-300.000 €

300.000-500.000 €

> 500.000 €

DK/NA


PE2.1. MARCOM BUDGET ESTIMATED EVOLUTIONS

[»] Please give an estimated percentage of how much

you assess the advertising budget increase in 2014?

*N=47 participants estimating answering “increase” at the previous question, closed single answer

*N=27 participants estimating answering “decrease” at the previous question, closed single answer

Less than 10%

Between 10% and 20%

Between 20% and 30%

Between 30% and 40%

Between 40% and 50%

Between 50% and

100%

100%

14,8

48,1

3,7

18,5

25,5

23,4

25,5

2,1

14,9

4,3

Less than 10%

Between 10% and 20%

Between 20% and 30%

Between 30% and 40%

Between 40% and 50%

Between 50% and 100%

100%

Will Decrease Will Increase


S2. AREAS OF IMPROVEMENT

[»]

In which areas do you consider the advertising

agency your company worked with in 2013 should

improve?

*N=133, spontaneous open answers

29,3

18,8

12,8

7,5

6,8

6,0

6,0

5,3

4,5

3,8

3,0

3,0

17,3

21,1

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Creation

Digital

Strategy

Client service

Costs and budgets

Meeting deadlines and reaction times

Involvement / Responsibility

Media - buying and planning

Knowledge of business and consumer

Events

Research

Shopper marketing

Others (< 3 options each)

DK/NA


Most important areas of improvement mentioned under the “others” category:

Adaptability between online and offline

B3B Marketing

Consultancy

DTP

Production

Work teams

People skills

PR

Proactivity

Transparency in assessments

More involvement in smaller brands


L1.1. SATISFACTION WITH THE 2013 PERFORMANCE

[»] On a scale from 1 to 5, how satisfied are you with the

advertising agency you worked with in 2013?

* the number of evaluations for each company are rather low ranging between 20 evaluations for Saatchi & Saatchi and 2

evaluations for McCann Erickson; five point Likert type scale: 1 less satisfied … 5 most satisfied

76,56

75,00

73,86

72,73

71,43

71,15

70,83

0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00

Publicis

BV McCann Erickson


Ogilvy

DDB Bucuresti

Graffiti/BBDO

Saatchi & Saatchi


L2. ADVERTISING AGENCY DECISION

[»]

Which of the following sentences describes best the

way your company took the decision to work with an

advertising agency?


63,9

33,1

15,0

9,0

7,5

4,5

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

We continued the relationship with the agency we've

worked with in 2012

We organised auction / selection / pitch

The decision belonged in affiliation with

international network

We took into account the recommendations from

business partners/friends

We contacted an agency chosen based on previous

campaigns/successful case study de succes

We were contacted directly by agencies who made

presentations


L3. TOP CRITERIA ASSESSMENT OF ADVERTISING AGENCIES

[»] Which of the following criteria are important when

assessing an advertising agency?

*N=133, closed top 3 answers

66,6

57,4

11,9

10,1

9,6

6,1

5,8

5,5

2,3

0,9

0,8

0,8

2,3

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Strategic skills/The ability to understand consumer behaviour

Creative skills

Prices that meets the market situation

Previous experience with the agency/Ease of collaboration

The ability to accomplish complex projects

Digital skills

Previous projects/campaigns of the agency

The presence in the agency of key people, appreciated by being digital …

Credentials

Prizes/Awards ceremony performance

High rank in specialized awards

Informations/recommendations for business partners/friends

Others


L8. STRONGEST PITCH REFERENCE COMPANIES

[»] In case of a new pitch, I would like to compare the

following advertising agencies

*N=133, open multiple answers

33,8

26,3

18,0

14,3

14,3

12,8

11,3

8,3

7,5

6,8

5,3

4,5

4,5

3,8

3,8

3,0

3,0

2,3

16,5

16,5

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

BV McCann Erickson


Graffiti/BBDO

GMP Advertising

Propaganda

Saatchi & Saatchi

Publicis

Next Advertising

CAP

Ogilvy

Lowe & Partners

23 Communication Ideas

Headvertising

DDB Bucuresti

Papaya Advertising

Friends

JWT Cohn & Jansen

Tempo Advertising


DK/NA


Agencies mentioned under the “others” category:

ADMAKER

BRAND FUSIONS

BRANDS&BEARS

DAESCU BORTUN OLTEANU

FREE ADVERTISING

GODMOTHER

GOLINHARRIS

ILEO

JAZZ

KOALA COMMUNICATION

PERCEPTUM

PR STEPS

PRACTICE

SPRINGER & JACOBY

THE GEEKS

THE GROUP

THE MEDIA CONCEPT STORE

THE PRACTICE

WOPA


L9. REASON WHY (PREVIOUS QUESTION)

[»] Please briefly explain your choice


18,0

17,3

11,3

6,8

5,3

2,3

1,5

1,5

9,8

26,3

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

High creativity

The had successful campaigns

Good previous experience

Well known agency / Good reputation

Just for benchmarking, to see other proposals

They are highly recommended

They are part of the global network

They are highly proactive


DK/NA


Reasons mentioned under the “others” category:

Smaller agencies show me respect

They have high strategic competences

Good on BTL

They have merged with a German agency that has creativity awards

They work is visible to the public

They have a good presentation

They are generally very good

they are full service

They are local and understand local businesses


AA1. ADVERTISING AWARDS

[»]

To what extent the awards won by an advertising

agency at the dedicated festivals will influence your

decision to pass them your business?

* N=133, five point Likert type scale: 1 low influence … 5 high influence

26,3

19,5

33,8

18,8

0,8

0,8

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Very little extent

Small extent

Not little, nor high

Great extent

Very great extent

DK/NA


AA2. MOST RELEVANT AWARDS

[»] From your point of view, which are the most relevant

awards when assessing an advertising agency?


78,2

57,9

36,8

25,6

8,3

3,8

2,3

0,8

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Effie

Cannes Lions

Golden Drum (Portoroz)

AdOr

AdPrint

Epica

Eurobest

Other


AG8. MOST LIKED 2013 ADVERTISING CAMPAIGN

[»] Which was your favorite advertising campaign (local

or international) aired in Romania in 2013?

*N=133, open single answer

14,3

9,8

7,5

3,0

2,3

2,3

2,3

2,3

2,3

1,5

1,5

1,5

1,5

1,5

1,5

1,5

27,1

16,5

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

GANDUL.INFO - Why don't you come over?

VODAFONE - Ghita the shepherd

ROM - Bucharest not Budapest

COCA COLA - Share a coke with

COSMOTE - Butterfly

HEINEKEN - The voyage

ING - Bottomless toy bag

VODAFONE - Romanian's have initiative

ROM Authentic

COVALACT - Too good, too country side

DEDEMAN - Using lyrics as a way to promote products

DORNA

DOVE - Real beauty

HEINEKEN - 007

ORANGE - Extended enjoyable moments

LIDL

Others (1 options each)

DK/NA


Other campaigns mentioned:

AVON - Celebrity endorsement campaign with

Antonia

AXA - Education campaign

AXE - Fallen angels

BANCA TRANSILVANIA - The male fairy

DERO'S CAMPAIGN

CIF - Campaign for a clean city

CIUC - Another way to make things

COCA COLA - Reasons of friendship

COCA-COLA - Christmas balloons

COCA-COLA - Open and enjoy happiness

MILKA - Tender

COSMOTE - Prepay

COSMOTE - Christmas campaign with smiley

DIGI 24 - Regionalization

FARMEC, NUFARUL & TRIUMF

GROLSCH - Experience hotel

HEINEKEN ODYSSEY FILM

HEMOROEASY

HUMANITAS - Blind date with a book

ORBIT - Antonio Banderas

PEGAS - Nation's internet

PEPSI - Summer fun

PETROM - Andrei's country

SPRITE - National promotion

REDBULL - Felix

RENAULT - Clio

ROŞIA MONTANĂ

SAMSUNG - Brand release

SAVE THE CHILDREN - One Republic song

SELGROS - It's Worth It

EVIAN - Baby

JACOBS - Tasimo

URSUS - New box release

VODAFONE - The kiss

VODAFONE Relaunch

WORLD VISION - Future donors


AG9. REASON WHY (PREVIOUS QUESTION)

[»] Please explain the reasons that led you to chose this

campaign


15,8

6,8

6,0

6,0

5,3

4,5

3,8

3,8

3,8

3,0

3,0

3,0

3,0

88,0

18,8

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Very creative

Very memorable

Very amusing

It went viral

High impact

Emotionally charged campaign

Novelty

Excellence in craft

Very original

Raised awareness

Good strategic thinking

Integrated campaign with best use of digital

High visibility


DK/NA


Other reasons mentioned:

Relevant target reach

Very inspired

It was linked to the reality we are faced with,

and proposed solution to it

It was different and spectacular

It came with an answer to a real issue

Very spontaneous

Act of bravery

High engagement

Related to everyday life

Very attractive

Multiple communication media (various area

distribution)

They were aggressive without bothering

They stayed in the visual memory

Romanian authenticity

Indicated very good benefit

Good brand fit idea

Well targeted

Strong brand

Low budget

It reached a new, unexplored target

Structured campaign on 2 distinct parts

Humanitarian campaign

Ability to generate word of mouth

Very clear

Consistency in communication

Soundtrack

Very competitive

The entire communication

Center positioning the consumer

Premature infants

Very courageous

Good adjustment for all types of media

Good brand differentiator

Direct

Optimal timing duration

Very efficient

Relevant 360* executions

Good media coverage

Outstanding campaign made by bbh

Catchy


Freshness idea

Degree of variability

Good idea supported by the results

Reaching out of the industry specific territory

Interesting image, the persons matches the

brand

Brand image brings happiness

Good implementation

Product innovation

Innovative

Powerful insight

CSR and brand integration

Star's participation

Online-offline integration

Understanding consumer behavior

Direct user interaction

Very interactive

Powerful message

I was able to recall old Romanian brands

Good weekly strategy, consistency and

structured information

Unconventional

It doesn't bother the consumer with the product

Award-winning

Unveils a set of natural reactions

First brand used as money

Magnetism

Very proactive

Consumer powerful reactions

Well know reality

The reality of the story

Celebrity endorsement

Global target relevance

It was made in a relatively short time

Interesting change in communication

Services vs. Product

The simplicity of the idea

Good tagline

They are present all the time

Very insightful


ID1.PROVENIENCE OF SPENDING COMPANY

[»] Romanian/multinational company


26,3

73,7

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Romanian

Multinational


ID3. TOTAL ADVERTISING SPENDING

[»] Budget for the entire communication activities


12,0

27,8

13,5

26,3

13,5

6,8

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

<100.000 EUR

100.000 – 500.000 EUR

500.001 – 1.000.000 EUR

1.000.001 – 10.000.000 EUR

>10.000.000 EUR

DK/NA


ID4.NUMBER OF ACTIVE BRANDS IN ROMANIA

[»] Estimated active brands in Romania


35,3

20,3

28,6

15,8

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

1

2-3

4-10

>11


ID5.DOMAIN OF ACTIVITY

[»] Company’s area of activity


6,0

5,3

1,5

3,8

4,5

3,0

5,3

10,5

6,8

10,5

13,5

2,3

1,5

2,3

13,5

0,8

0,8

1,5

0,8

0,8

0,8

0,8

0,8

0,8

0,8

0,8

0,8

0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0

Alchoolic

Non-alchoolic

Beauty

Home appliances/electronics

Healthcare/medical

Travel/tourism

Media

Retail

Telecom/Internet

Automotive/vehicles

Financial/insurance

Fashion&style

Energy

Non-commercial/NGO

FMCG

Chemicals

Events

Heavy industry

Construction materials

Radio

Recicling

Logistics

Publishing

Tobacco

Educational

Distribution

Security

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