Our 2016 Survey comprises marketing leaders responsible for: marketing, communications, and advertising in China. Each respondent’s company must be currently working with at least one creative or media agency in China. The professionals interviewed in each company had to be involved in the decision-making process for selecting agencies and approving the work of their agencies. They also had to interact with creative, media, digital, and marketing service agencies on an on-going basis. In addition to R3-SCOPEN’s own database, the leading China agencies were asked for a list of their most important clients, who were collectively approach by our interviewers.

405 individuals working in 251 companies with 703 client-agency relationships were part of our analysis (creative agencies: advertising, marketing services, and digital, as well as media agencies). In addition to individuals in marketing departments of client companies, we also interviewed: agency professionals (242 individuals), trade press editors (14 individuals) and procurement directors (28 individuals).

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