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Quantitative B2B Research Report

AdMarket Study 2014 2008 Comparatives

The ATL Advertising Section

February - May 2014

Prepared for:

© D&D Research 2014

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TABLE OF CONTENTS

METHODOLOGY

[OBJECTIVES & DESIGN] 3

[DATA GATHERING] 5

DETAILED REPORTING

[GENERAL PERCEPTION OF ADVERTISING ACTIVITIES] 7

[AWARENESS] 10

[USAGE. GENERAL USAGE] 13 [ADVERTISING AWARDS] 48

[USAGE. PAYMENT ELEMENTS] 20 [GENERAL PERCEPTIONS] 50

[SERVICES/ACTIVITIES] 25 [PEOPLE PERCEPTIONS] 59

[SATISFACTION. LOYALTY] 27 [“DEMOGRAPHICS”] 62

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METHODOLOGY

↘ 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:

A Perception elements – or how is the main corpus of Clients perceiving the active entities from the

Advertising Community: i.e. awareness, “usage”, satisfaction, key traits etc.

B Usage and attitudes elements – what are the key working habits of the Clients into what regards

collaboration with companies within the Advertising Community: i.e. criteria for agency selection, motives

to cease collaboration, pitch habits, budgets etc.

C Participant company relevant descriptors – e.g. active market domains / industry branch, turnover, number

of active brands etc.

[≡] 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.

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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.

The general approach to the sample universe was the following:

we decided that all spenders on advertising media in 2013 are relevant

we also decided that these spenders also needed to be active in 2013

observing the criteria above from public and private sources we have compiled a list of companies

DATA GATHERING

The field approach was a complex challenging B2B process:

many of the relevant participants were either reluctant or simply lacked the time to involve in the study

a significant part of the refusals to participate were not explicit and were masked behind typical “business”

excuses

both of the above meant that a large part of the initial universe sample list required at least 7 contact

points (mails or phones) until a resolution was achieved

furthermore even in those conditions the initial response rate was very low, bellow 10% so personal

interventions from the research company seniors were needed to boost that figure

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DETAILED 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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U1. EMPLOYED AGENCIES – 2013

[»] 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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U1. EMPLOYED AGENCIES – 2008

[»] In 2008, with how many advertising agencies did

your company worked with?

*N=222, closed single answer

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U2.1. IMPORTANT MARCOM ACTIVITIES IN 2013

[»]

Please chose from the following marketing and

communication activities, which were the most

important in 2013 for your business?

*N=133, closed ranking

61,74

55,56

40,41

29,66

26,25

15,95

7,62

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

Creation

Strategy

Digital communication overall (Social Media, Mobile

Marketing, Search Engine Marketing etc.)

Events/ Direct Marketing

PR and Corporate Communication

Shopper Marketing/Trade

Other

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U2.2. IMPORTANT MARCOM ACTIVITIES IN 2014

[»]

Please choose 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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U2.2. IMPORTANT MARCOM ACTIVITIES IN 2008

[»]

Please choose from the following marketing and

communication activities, which of them are the most

important for your company’s business?

*N=222, closed ranking

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U5. EMPLOYED AGENCIES IN 2013

[»] Please name the advertising agency your company

worked with in 2013

*N=133, closed multiple answer

17,3

16,5

15,0

11,3

10,5

10,5

9,8

9,0

8,3

6,8

6,0

6,0

5,3

3,8

3,0

3,0

2,3

1,5

1,5

1,5

1,5

1,5

54,1

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

Publicis

Graffit i/BBDO

DDB Bucuresti

Saatchi & Saatchi

GMP Advertising

Ogilvy

JWT Cohn & Jansen

Next Advertising

Lowe & Partners

Tempo Advertising

23 Communication Ideas

Propaganda

Friends

Geometry Global

TBWA Bucuresti

HAVAS Worldwide

Headvertising

CAP

Generic Audiovizual (GAV)

Papaya Advertising

Other

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Agencies mentioned under the “other” category:

ACTIVE PROMOTIONS

AD PRINT

ADVANCE IDEAS

ARSENOAIEI & MATASEL

BRAND FUSION

BRANDFEST

BRANDIENT

KEIL AUSTRIA GMBH

DECORPORATE

DIGITAL STAR

DRAFT FCB

ERKA

EYE PR

FOSS ADVERTISING

FUNNY ADVERTISING

GAVRILA SI ASOCIATII

GOLINHARRIS

GRAYLING

GREY

ILEO

IMAGE PR

INITIATIVES

JAZZ

KALEIDOSCOPE

KINEKTO

LIVADA

LUNA

MARKETING MATERS

MERCURY 360

MSPS

NAKED & JONES

PR STEPS

PROSPERO

REPUBLIKA

RUSU BORTUN

SENIORHYPER

SMART IDEA BUSINESS

RESULTS

SMART POINT

SPOON

THE GEEKS

THE GROUP

THE PRACTICE

TOTAL BRANDING

WOPA

WUNDERMAN

YOU FIRST

COMMUNICATION

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U5. EMPLOYED AGENCIES (FOR CREATION) IN 2008

[»] Please name the advertising agency your company

worked with in 2008

*N=222, closed multiple answer

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PE1. MARCOM BUDGET

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

communication activities?

*N=133, closed single answer

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

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PE2. MARCOM BUDGET EVOLUTION IN 2014

[»] As compared with 2013, how do you assess the

advertising budget will evolve in 2014?

*N=133, closed single answer

35,3

20,3

27,1

17,3

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

Will increase

Will decrease

Don't know/can't apreciate

Will remain the same

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PE2.1. MARCOM BUDGET EVOLUTION ESTIMATED INCREASE

[»] 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

25,5

23,4

25,5

2,1

0,0

14,9

4,3

4,3

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

Less than 10%

Between 10% and 20%

Between 20% and 30%

Between 30% and 40%

Between 40% and 50%

Between 50% and 100%

100%

DK/NA

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PE2.2. MARCOM BUDGET EVOLUTION ESTIMATED DECREASE

[»] Please give an estimated percentage of how you

assess the advertising budget decrease in 2014?

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

14,8

48,1

3,7

0,0

0,0

18,5

0,0

14,8

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

Less than 10%

Between 10% and 20%

Between 20% and 30%

Between 30% and 40%

Between 40% and 50%

Between 50% and 100%

100%

DK/NA

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L2. ADVERTISING AGENCY DECISION FOR 2013

[»]

Which of the following sentences describes best the

way your company took the decision to work with an

advertising agency?

*N=133, closed multiple answers

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

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L2. ADVERTISING AGENCY DECISION FOR 2008

[»]

Which of the following sentences describes best the

way your company took the decision to work with an

advertising agency?

*N=222, closed multiple answers

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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

Else

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Thank you!

For more information, boos or huzzas

please contact:

dan.petre@ddresearch.ro

vlad.tureanu@ddresearch.ro

© D&D Research 2014