This 2012 agency scope is a summary of key client-agency trends in China. Agency relationships in China are still among the shortest in the world. In order to effect change, the way advertisers view, value, and interact with their agencies needs to be shifted away from being tactical and project management driven to being far more strategic in nature.

Engagement of specialist digital agencies has gathered strong momentum over the years. In 2012, we see even more search for specialists within the digital capabilities. Marketers are looking for specialist digital agencies in search, social media, analytics, and performance. Companies like Apple, P&G, and Coca-Cola continue to head the list of most respected clients.

agency scope executive scope summary
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