The R3-SCOPEN 2024 AGENCY SCOPE Study is the 10th edition of a study that is conducted across 11 markets (Spain, Portugal, United Kingdom, Argentina, Brazil, Chile, Colombia, Mexico, South Africa, India, and Singapore). It provides an in-depth look at China’s advertising industry, and explores trends in client-agency partnerships, selection and remuneration.

This year’s AGENCY SCOPE Study features insights gathered from professionals from 242 companies in China and analyzed 837 client-agency relationships. Though full AGENCY SCOPE reports are only available to subscribing agencies, R3 has made available an Executive Summary that highlights 10 key findings from 2023/2024 analysis.


  • The role of agency partners
  • The growth of specialized agencies
  • The importance of local knowledge and strategy
  • Characteristics of the most preferred agency model
  • Expectations around agency performance