china pr agency scope 2015

公关行业营销趋势研究PR AGENCY SCOPE

2015

CHINA

C

2

hina PR Agency Scope 2015 is the third wave in an ongoing study to garner a deeper understanding of the motivations and processes of Public Relations in China. The data are compiled through a series of interviews with senior Marketers

that are the decision makers of some of the largest companies in China. This study is a tool for taking action, providing an analysis of trends in the ever-changing world of PR agency-client relationships, as well as a deeper understanding of agency percep-tion amongst both current and prospective clients.

We want to thank the participants for committing their time to making this the most ambitious and comprehensive PR study we've ever produced. We believe that reports such as these help to bolster the transparency and professionalism of Marketing and Public Relations in China, and we aim to continue to be global experts in improving marketing efficiency and effectiveness through ongoing studies such as this one.

关行业营销趋势研究2015》是我们一项长期的研究，本次为第三期报告。此项研究旨在

深入了解中国公关行业的动因和流程。其中的数据来源于对一些资深市场主的采访，这

些市场主都是中国大型企业的决策者。本研究为企业采取行动提供了依据和参考，对不公断变化的“公关代理商与市场主”关系进行了分析，更深入地剖析了现有客户和潜在客户对代理商的

认知。

我们对投入时间参与此项高难度综合性研究的所有人员表示感谢。我们相信此类报告有助于改善中国

营销和公关的透明度和专业度，并且我们希望通过不断开展类似研究，继续成为协助企业提升营销效

率的全球专家。

《

MARKETER-AGENCY RELATIONSHIPS ARE STABILIZING市场主与代理商关系渐趋稳定

In 2015, we are seeing the emergence of several trends that indicate the stabilization of the marketer-PR agency relationship. These trends include both an increase in the duration of marketer-agency relationships, from an average of 2.4 to 2.9 years, and the decline of the average number of agencies with whom marketers work. Although the decline in the number of agencies was slight, from 1.8 to 1.6, it reflects an overall trend of stabilization as it will make it easier marketers to manage relationships with multiple agencies.

2015年，我们见到了一些重要的趋势，从中可以看出市场主与公关代理商之间的关系正渐趋稳定。一是市场

主与代理商关系的维系时间有所增加，平均时间从2.4年增加到2.9年。二是与市场主合作的代理商平均数量有

所下降，从1.8家下降到1.6家，尽管降幅不大，但还是反应出总体趋势正渐趋稳定，因为代理商数量的下降意

味着市场主管理多家代理商的难度有所减小。

A SUMMARY OF KEY MARKETER-PR AGENCY TRENDS市场主与代理商关系趋势性总结

4

DURATION OF THE RELATIONSHIP (YEARS) 合作关系的持续时间 (年数)

AVERAGE DURATION OF AGENCY RELATIONSHIP平均合作关系的持续时间

3.2 3.4

3.0 3.1

4.1 2.9

Average Number of Years for Creative agencies创意代理商平均合作时间

Average Number of Years for Digital agencies互动代理商平均合作时间

Average Number of Years for Media agencies媒介代理商平均合作时间

Base: 215 relationships in 2015 prScope基数：2015年公关趋势调研的受访关系为215个

2015 2013

Average Number of Years for PR agencies公关代理商平均合作时间

2014 2012

2.9 2.4

PR agencies see a growing trend in client relationships, while most of the others are dropping, with the exception of media agencies.

公关代理商在客户合作时间上有增长的趋势，而除了媒介代理商，其他代理商合作时间有些微的下降。

Currently, more than 75% of marketers claim that they are satisfied with their PR agencies, which is a significant increase over the previous wave that reported a 66% satisfaction rate. This increase in satisfaction indicates both a better understanding and delivery from the agencies overall, however; the number of marketers claiming they are VERY satisfied with their agencies has decreased.

目前，75%以上的市场主表示他们对自己的公关代理商感到满意，这比去年报告中66%的满意率有了显著增长，表明总

体而言代理商对市场主的需求有了更好的了解且交付质量更佳。然而，对代理商感到十分满意的广告主的比例却有所降

低。

What does indicate in terms of the marketers’ demands and expectations? This demand for excel-lence could be reflected in the way that marketers select their agencies, and a factor in their decision to change.

这意味着市场主的需求和期望发生了什么样的变化呢？市场主对卓越品质的需求提高了，这一点可以从市场主挑选代理

商的方式中看出，而且这也成了市场主更换代理商的考虑因素之一。

NUMBER OF AGENCIES WITH WHOM CLIENT COLLABORATED市场主合作代理商数量

2.2 3.5

2.5 3.3

1.2 2.0

Average Number of Creative agencies创意代理商平均数量

Average Number of Digital agencies互动代理商平均数量

Average Number of Media agencies媒介代理商平均数量


2015 2013

Average Number of PR agencies公关代理商平均数量

2014 2012

1.6 1.8

The number of PR agencies has decreasing compared with last wave. The number of creative agencies has the largest declines.

相比上一轮研究，公关代理商的数量有减少的趋势，其中创意代理商最为明显。

NUMBER OF AGENCIES 代理商的数量

AGENCY SELECTION CRITERIA – MORE METICULOUS THAN EVER 代理商挑选标准 – 比以前更细致

When it comes to selecting an agency, 88% of marketers still use pitches, making it the dominant approach. 15% of marketers employ global alignment or direct appointment methods, but this number is decreasing, indicating a more meticulous approach to investigating local options.

挑选代理商时，88%的市场主依然使用“比稿”，这也是使用率最高的一种方式。15%的市场主使用“全球性决定”

或“直接委任”的方式，但这两个数字都在下降，表明市场主在调查本土代理商时更加细致严谨。

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This trend is in line with the increase in the importance of agency fees, as cost of service has become crucial to marketers when selecting an agency. Currently, 57% of marketers rate cost of service as the most important factor, while only 17% said it was the most important in our 2013 investigation. Marketers are looking to get more value for their money when forging new agency relationships, and they are increasingly looking to third party consultants to find a good, cost-effec-tive PR agency fit.

与此同时，市场主对于代理商的收费更加重视，服务收费已成为市场主挑选代理商时最为重要的考虑因素。目前，75%

的市场主将服务收费视为最重要的因素，而在我们2013年的调查中这一比例仅为17%。市场主在建立新的代理商关系

时，希望能实现更高的投资回报，而且他们日渐依赖第三方咨询公司为他们寻找能力强、收费低的公关代理商。

MORE EVIDENCE FOR STABILIZATION更多证据表明两者关系渐趋稳定

Previous experience with the agency also increased dramatically in importance from 2013, jumping from the seventh to the second most important factor in agency selection. This indicates that the agency’s market reputation and cost aren’t the only factors being considered, but also their compatibility with the marketer’s voice and working style. Marketers are valuing successful partnerships over agencies’ services, capabilities, and even people quality, as that factor dropped dramatically from the number one spot to number seven.

与2013年相比，市场商在挑选代理商时，“与代理商的先前合作经验”的重要性显著增加，从第七位跃升到了第二位。

这表明代理商的市场声誉和收费并非唯一的考虑因素，代理商与市场主在沟通方式和工作方式上的契合度也变得非常重

要。市场主对先前成功合作经验的重视已经超出了对代理商的服务、能力、甚至是人员素质的考量，后者在市场主心目

中的重要性已经从第一位跌至第七位。

20132015

0 10 20 30 40 50 60 70 80

Selection by credentials or workshop通过代理公司的介绍或讨论会

International alignment全球性决定

Direct appointment直接委任

Assist by consultancy由顾问公司协助

Other其他

%

AGENCY SELECTION METHODS代理商挑选方法/程序 (%)

Base: 215 relationships in 2015 prScope 基数：2015年公关趋势调研的受访关系为215个

90 100

Pitch比稿

Unchanged since the last wave, pitch is the still the major method used in PR agency selection. The trend is that Direct Appointment and Global Alignment are decreasing, and while Assist by Consultancy has experienced a slight increase.

同上一轮发现相似，在公关公司的挑选方式中，比稿是最常用的方式。有趋势表明直接委任及全球性决定正在减少，而由顾问公司协助则稍有上升。

THE DEMAND FOR CREATIVITY HAS NEVER BEEN HIGHER对创造力的需求空前高涨

According to the marketers surveyed, the area that requires the most improvement on the agency side is lack of creativity, with 17.6% of marketers citing it as their main reason for changing agen-cies. Two additional areas in which marketers expressed dissatisfaction were the need for strategic capability and team stability, indicating a trend towards more stable, long-term client-agency relationships.

根据受调查的市场主的意见，代理商最需要改进的是创造力，17.6%的市场主表示缺乏创造力是他们更换代理商的主要原

因。另外两个让市场主感到不满意的主要方面是战略能力和团队稳定性，从市场主对这两方面的需求可以看出，市场主与

代理商的关系正朝着更加稳定长久的方向发展。

THE ROLE OF PROCUREMENT CONTINUES TO RISE 采购部门的角色继续显得尤为重要

This study also examined the role of procurement in contract negotiations with PR agencies – with 72.5% of companies stating that procurement teams were involved in agency negotiations, an increase from 65% in 2013. This is indicative of the emergence of a global trend in the industry, and the rapid development of the procurement sector in the past five years is driving some of the most progressive PR agencies to invest in Commercial Directors to allot more resources to procurement.

本研究还发现，在与公关代理商进行合同谈判的过程中，采购部门的角色变得更加重要——72%的公司表示他们的采购

团队会参与同代理商的谈判，这一比例较2013年的65%有所增加。这反应出了业内的一股全球性趋势，而且过去五年中

采购部门角色的快速提升促使一些锐意革新的公关代理商对商务总监进行投资，以期分配更多资源给采购部门。

PROCUREMENT INVOLVEMENT采购部门参与的程度

% of Procurement Involvement

China PR Scope 20152015中国公关行业营销趋势研究

China Agency Scope 20142012中国营销趋势研究（创意）

China PR Scope 20132013中国公关行业营销趋势研究

Base: 215 relationships in 2015 prScope, 314 relationships in 2014 agencyScope, 212 relationships in 2013 prScope基数：2015年公关趋势调研的受访关系为215个，2014年受访关系314个，2013受访关系212个

72.7

58.0

65.2

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PR’S GRIP ON DIGITAL UNDER THREAT公关行业在数字营销上受阻

Despite the massive increase in the importance of social media since the 2013 study, Chinese marketers are still reluctant to engage their PR agencies in digital marketing, with only 23% using them as the lead agency. Further supporting this trend is the fact that digital capability has dropped out of the top five factors in agency selection.

尽管自2013年的研究以来，社交媒体的重要性已有显著增加，但中国的市场主仍然不太愿意让公关代理商插手其数字营

销，仅有23%的市场主选择公关代理商作为其数字营销的主要负责机构。这一点也可以从数字营销能力在市场主心目的

重要性看出——数字营销能力已经跌出挑选代理商时的前五大考虑因素。

The rapid growth of digital marketing has transformed this capability from a differentiating to a mandatory factor and many marketers have increased their expectations for the current agencies in regards to digital capability. This was evident in the rising trends of marketers changing agencies due to a lack of digital capability and their reluctance to engage their PR agencies in digital marketing.

随着数字营销的快速增长，数字营销能力已经从差异化因素转变成必要因素，而且许多市场主对现有代理商的数字营销

能力有了更高的预期。这一点可以从市场主更换代理商的趋势中看出，越来越多的市场主因代理商缺乏数字营销能力和

不愿让公关代理商插手数字营销而更换代理商。

The future of PR in China will very likely be digital-centric. We’re seeing more acquisitions in this sector in China than all others combined, and PR agencies must continue to play an active role.

中国公关行业的未来将十分可能以数字化平台为中心。根据我们的观察，在中国，公关行业内的企业并购数量比所有其

他同类细分行业的总和还要多，而且公关代理商必定会继续扮演积极的角色。

28.0 23.3 2.3 7.4 3.1 32.3 3.5

INTERNALLY内部员工

PR AGENCIES公关代理公司

EVENT/BTL AGENCIES线下活动代理公司

CREATIVE AGENCY创意代理公司

MEDIA AGENCY媒介代理公司

DIGITAL AGENCY数码互动代理公司

NOT APPLICABLE公司不做这类工作

2015

2013

DIGITAL MARKETING(%) 数字（互动）营销

THE ADVANTAGE OF INTERNATIONAL AGENCIES OVER LOCAL AGENCIES IS BECOMING MARGINAL国际代理商相比本土代理商的优势正在缩小

With the exception of “Good International Network” and “Transparency in Financial System”, the gap in the advantage of selecting an international agency over a local agency is closing. International agencies have clear advantages when it comes to media relations, crisis management, quick reaction to social media trends, and the ability to evaluate results, but have less of a leading edge. On the other hand, local agencies’ strengths lie in their better understanding of the client’s business and target markets, better social resources, ability to develop original creative ideas, and strength in events. They are also advanta-geous for local business development and are considered to be good value for money.

除去“良好的国际性网络”和“财务机制透明”这两方面，国际代理商与本土代理商的差距正在缩小。国际代理商在媒体关系、

危机管理、对社交媒体趋势的快速应变以及评估结果的能力这几方面有着明显的优势，但是领先幅度已经缩小。另一方面，本土

代理商的强项在于他们能更好了解市场主的业务和目标市场，有更好的社会资源、有能力形成原创的创意方案并擅长组织各种活

动。他们在本土业务发展中也有优势，同时被市场主认为性价比高。

INDUSTRY TREND: PRESENCE IS IMPORTANT, BUT CONTENT DIFFERENTIATES行业趋势：曝光率固然重要，但内容决定高下

Presence is only one part of a brand’s competitiveness, and only 44% of marketers consider it to be of significant importance. What differentiates a brand is being able to link the latest trends to the brand story as an effective tool to create a winning PR campaign.

曝光率只是品牌竞争力的一部分，而且仅有44%的市场主认为曝光率非常重要。让品牌脱颖而出的关键在于将最新趋势与品牌故

事联系在一起，使之成为一个创造成功公关宣传的有效手段。

LOCAL AGENCIES PERFORMING BETTER 本土代理商表现相对较好

0 20 40 60 80 100

Understands our business and category了解我们的生意和行业

Good value for money物有所值

Strong in events 擅长做活动

Provide breakthrough & original creative突破固有模式，具有创新的点子

Strong in Social resources强大的社会化媒体资源

Makes a positive contribution to my business growth

对生意增长有促进作用

%

AGENCY PERFORMANCE代理商表现

MULTINATIONAL AGENCIES PERFORMING BETTER 国际代理商表现相对较好

0 20 40 60 80 100%

Good international network良好的国际性网络

Has a transparent financial system 财务机制透明

Has good relations with the Media与媒介保持良好的关系

Reactive to social buzz and strong in crisis management

及时应对舆情变化，具有良好的危机公关能力

Uses tools to evaluate results 运用工具来评估结果

Local Agencies本土代理商

Multinational Agencies国际代理商

Multinational agencies don't seem to have asstrong a competitive edge as local agencies.

国际代理商没有过多体现出明显超越本土代理商的优势。

44%

53%65%

71%

73%

General public

Targeted audience

Brand specificcontent

Socialhot topic

Always-on presence

Subtle yet has effective and influential power Emotional connection

Great brand story 热点趋势的把握

潜移默化的影响力情感互动

Hot trend catcher

良好的品牌故事

始终保持存在感

Others其他

KEY FACTORS OF A PR CAMPAIGN公关活动成功关键元素

Others 其它 (3%)

快速反应；技巧性地对公众诚实 Quick response and express honesty towards audience in a smart way 快速反应；Quick response, 媒体的曝光量，完美的活动执行 Media exposure, flawless implementation 创新 Creativity 新鲜的体验方式 Fresh and experiential

Less than half of marketers think a continuous presence is the key to success. Brand story and hot trend appear to be the top two drivers for marketers.

不到半数的市场主认为始终保持存在感是公关活动一个关键成功因素。调查显示，良好的品牌故事以及热点趋势的把握是两个最重要的因素。

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INDUSTRY TREND: SOCIAL IS MORE THAN JUST GENERATING BUZZ行业趋势：社会化媒体不只是为了引起关注度而已

The importance of social media marketing has increased exponentially in recent years, and marketers have been more dynamic in utilizing it as an important PR tool. In addition to the classic strategies such as branding and increasing influence, some marketers see social media as a way to enhance the customer-brand experience and explore potential market needs.

近年来，社交媒体营销的重要性呈指数级增长，市场主更加愿意将其作为一个重要的公关工具。除了品牌推广和增

加影响力等典型策略外，一些市场主认为社交媒体是增强客户品牌体验和开发潜在市场需求的一种方式。

BMW宝马

CocaCola可口可乐

DUREX杜蕾斯

Mercedes-Benz梅塞德斯-奔驰

ALIBABA , COCA-COLA LEAD AMONGST MARKETERS阿里巴巴、可口可乐领先群雄

When asked to name the best peer marketer for their Public Relations approach in China, the two most mentioned companies were tech giant Alibaba, followed by Coca-Cola. Other leaders in this category included Xiaomi, BMW, Durex, and Mercedes Benz.

如果要说在中国公关做得最好的市场主，最多被提及的两家公司是科技巨头阿里巴巴和可口可乐。其他在该方面领

先的公司有小米、宝马、杜蕾斯和梅赛德斯-奔驰。

THE ROLE OF YOUR SOCIAL MEDIA IN PR COMMUNICATIONS社会化媒体在公关活动的角色

35%"Sales Promotion""销售促进"

52%"Discover potentialconsumer need" "发掘消费者潜在需求"

62%"Social listening andcrisis management""监控舆情，危机管理"

66%"Integrate all communication message and expand thecommunication platform" "整合传播信息，扩大传播平台"

80%"Build word-of-mouth andenhance brand influence""树立品牌口碑，促进影响力"

84%"Generate buzz, create brandawareness & familiarity" "引起话题，提升品牌认知和熟悉度"

48%"Support customer service experience""支持顾客服务体验"

MOST OUTSTANDING COMPANIES FOR PR STRATEGY公关战略表现最为优秀的企业

(5)(6)

(7)(7)

(11)(13)

2015 Mentions2015 提及数


MI小米

Alibaba阿里巴巴

MARKETER-PR AGENCY RELATIONSHIPS ARE STABILIZING市场主与公关代理商关系渐趋稳定

According to the 2015 data, the average marketer-PR agency relationship in China lasts for 2.9 years, an increase over the 2.4 average recorded in our 2013 wave. The average number of agen-cies with whom marketers work also decreased from 1.8 to 1.6. These trends, among others found in this study, indicate that the marketer-agency relationships in China are beginning to stabilize.

根据2015年的数据，中国的市场主与公关代理商关系平均维持2.9年，相比2013年的2.4年有所增长。

市场主合作的代理商平均数量也从1.8家下落至1.6家。上述趋势连同本研究发现的其他趋势表明中国的市场主与代理商

关系开始趋稳。

Client-agency relationships in China are among the shortest in the world, which can make building relationships and strong teams a challenge. Another indication that China is moving away from the trend of short-lived client-agency relationships is the dramatic change in the important criteria that marketers consider when selecting an agency. In 2013, the agency team was ranked as the most important factor for marketers. However, in 2015, the two most important factors were cost of service and past relationship with the agency.

中国的市场主与代理商关系的维系时间为全球最短，导致难以建立稳定的关系和强大的团队。另外还有一个迹象表明中国

的市场主与代理商关系正在摆脱短期性合作的局面，那就是市场主在挑选代理商时考虑的重要标准已经发生了巨大改变。

2013年，市场主将代理商团队视为最为重要的因素。然而，2015年，两大最为重要的因素分别是服务收费和过去与代理商

的合作关系。

EXTENDED SUMMARY AND BEST PRACTICE要点延展和最佳实践

Compared with the last wave, Cost of Service and Past Relationship have dramatically increased in importance.

此次研究结果与之前相比，服务费以及以前与代理商的合作关系对市场主在甄选代理商影响变得更为重要。

AGENCY SELECTION CRITERIA代理商挑选标准


20132015

%

Very Important非常重要

0 10 20 30 40 50 60 70 80

The cost of service服务费

Past relationship with the agency以前跟代理公司的合作关系

Experience in a similar sector in China该公司在中国类似领域有相关服务经验

Relations and credibility with the Press与媒体的关系和可靠性

International head office recommendation贵公司总部的推荐

Multinational agency属于国际型广告公司

The agency’s people公关公司的团队

PR agency with no conflict in my sector公关公司业务中不存在竞争品牌冲突

Provides integrated services提供整合服务

Digital Capabilities具有互动营销能力

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BEST PRACTICE : USE CLIENT-AGENCY EVALUATION TOOLS TO HELP IMPROVE AND STRENGTHEN PARTNERSHIPS最佳实践：运用客户与代理商关系评价工具帮助改进和加强合作关系

Agency relationships that are prone to short-term arrangements definitely make building relationships and strong teams a challenge. There exists a simple formula: client satisfac-tion = agency performance/expectation. When unrealistic expectations are set from the start, it comes as no surprise that client satisfaction fails to reflect the true performance of the agency. It is nearly always the expectation piece that is neglected during agency perfor-mance assessments. To avoid breakdowns and dissatisfaction issues, having a clear channel to communicate expectations between client and agency is crucial.

如果与代理商的合作关系趋于短期性合作，必将在构建稳定的合作关系和强大的服务团队上都遭遇巨大的挑

战。通常，市场主对代理商的满意度与代理商的表现成正比，而与其对代理商的期待往往成反比。市场主对代

理商抱有不合理的期待时，客户的满意度反馈则很难客观反映代理商的实际表现。可是在评价代理商的表现

时，市场主对代理商的期待却往往被忽视。如果客户和代理商之间一直保持良好的互信和理解，就能避免很多

客户的不满甚至是合作中断。

Industry best practice shows that having an evaluation tool to continuously monitor the client-agency working relationship and health improves the strength of the relationship and longevity of the partnership.

业内最佳实践表明，它们的成功都运用了客户与代理商关系评价工具，持续地对客户与代理商之间的合作关系

以及健康度进行监控，使得代理商能够适时的调整工作细节、加强双方的合作关系、延长合作时间。

This shift indicates that Chinese marketers are looking for good value and results in proportion to the money they are spending. More importantly, marketers are valuing successful partnerships over agencies’ services, capabilities, and even people quality, as that factor dropped dramatically from the number one spot to number seven.

这一转变表明中国的市场主正在寻求更高的投资回报。更为重要的是，市场主对先前成功合作经验的重视已经超出了

对代理商的服务、能力、甚至是人员素质的考量，后者在市场主心目中的重要性已经从第一位跌至第七位。

AGENCY SELECTION CRITERIA – MORE METICULOUS THAN EVER代理商挑选标准 – 比以前更细致

While some markers employ global alignment or direct appointment methods to select their agencies, 89% still rely on the pitch. It continues to emerge as the selection method of choice year after year, but at the expense of collaborative methods more indicative of the capabilities and qualities of the agency.

挑选代理商时，尽管有些市场主使用“全球性决定”或“直接委任”的方式，但89%的市场主依然使用“比

稿”。多年来，“比稿”始终是市场主使用最多的一种挑选方式，但也因此忽略了一些更能判断出代理商能力

和品质的合作性方法。

9.6% of marketers look to a third party consultancy to ensure the best fit among various agencies, which is an increase from 7.6% in 2013.

9.6%的市场主借助第三方咨询公司来寻找最适合自己的代理商，这一数据比2013年的7.6%有所增加。

THE ROLE OF CREATIVITY HAS NEVER BEEN HIGHER创造力的地位空前提高

A lack of creativity from an agency was found to be the leading cause for marketers switching agencies in this wave of our study.

本年度的研究发现，代理商缺乏创造力是市场主更换代理商的主要原因。

As has been made evident by other studies, creativity alone is not enough to foster a successful market-er-agency relationship. There needs to be a significant amount of strategy and planning involved to make the big ideas meaningful to the brand and executable in the most effective way. When an agency team focuses too much on just one of these aspects, the other important factors for success can fall by the wayside.

根据其他相关研究，只靠创造力还不足以建立成功的市场主与代理商关系。还需要大量策略和规划将原本笼统的创意变得对品牌

有价值，并以最为有效的方式予以执行。如果代理商团队过于关注其中一个方面，那么成功所需的其他重要因素就会半途而废。

REAL REASONS FOR THE CHANGE 更换代理商的真正原因 (%)

*Based on client priorities for agency attributes

20132015

0

5

10

15

20

25

30

Team&Professional

团队及专业人才

IntegratedCapability

整合性的策略

Poor capabilitiesin digital compaign数字营销能力不足

Decided byevaluation评估决定

Loweffeciency

缺乏效率

Less mediaresource

媒介资源不够丰富

Lessquality

质量较差

There is huge growth in the need for digital capabili-ties that forced marketers to change agencies. Lack of creativity and a professional team continues to be the leading reason, while there are fewer complaints about integrated capability, although that remained quite important as well.

由于渴求数字营销能力而更换代理商在本轮研究中有明显增长。缺乏创意和专业人才继续成为最重要的原因，而对于整合性策咯的需求有所下降，但仍为重要更换原因之一。

BEST PRACTICE : INVEST IN THE RELATIONSHIP 最佳实践：促进改善客户关系

The effort involved in choosing an agency is relatively minor compared to the effort required by both marketers and agency teams to nurture a long lasting and successful partnership. Key to a successful client-agency relationship is clearly establishing aligned and realistic goals and developing transparent and fair metrics on how these are measured.

选择一个优秀的公关公司仅仅是成功实现市场营销目标的第一步，更多的工作是需要在市场主和公关公司长期的共同协作中达

成。融洽的市场主和代理商关系使得繁杂的日常工作得以顺利开展。而建立成功的客户关系最关键的是要梳理清楚切实可行的

传播目标并和客户达成统一，最终通过透明的、公平的衡量指标进行监测。

In addition to the establishment of “evaluation tools” to monitor the health of the agency relationship, another useful tool to foster a productive working relationship is to establish clear and agreed protocols on behavior and decision making, which are monitored regularly to ensure continuous improvement.

除了通过评估工具来监控代理商和市场主的关系，另一个促进健康有成效的工作关系的工具

是：双方达成共识，建立明确的的行为准则和决策流程，并进行定期检测以便不断改进。

14

THE ROLE OF PROCUREMENT CONTINUES TO GROW采购部门的角色继续显得尤为重要

Continuing the trend from our 2013 study, the role of procurement teams dealing with agency compensation continues to grow. 75% of companies said that procurement was involved with their agency negotiations, with increases across the board in local, multinational, and state-owned enterprises.

自2013年研究发现这一趋势以来，采购部门在代理商收费谈判中的重要性还在持续提升。75%的公司表示他们的采

购部门会参与同代理商的谈判，不管是在本土、跨国还是国有企业中，采购部门的参与度都所有提升。

The rise in digital marketing has also driven an increase in project-based compensation, with 38% of marketers using this form of compensation across all agencies, up from 34% in 2013. The number of marketers using retainer fees as their only compensation method has been decreasing since 2011, and even the percentage of marketers using mixed compensation fell between 2013 and 2015, from 42% to 39%, respectively.

数字营销的兴起还促使市场主越来越多地采用按项目付费的方式，有38%的市场主使用这种付费方式与所有代理商合

作，相比2013年的34%有所增长。自2011年起，单纯支付固定月费/年费的市场主的数量已有所下降，就连使用混合

付费方法的市场主的比例也有所下降，从2013年的42%下落至2015的39% 。

Differences vs. Average与平均水平差异

PROCUREMENT INVOLVEMENT采购部门参与付费的程度

Average Level72.7%

13.2%

-18.6%

11.9%

Locally Owned本土企业

Multinational跨国企业

State Owned国有企业

2013 PR & Social Scope (%) 2012 Creative Agency Scope (%)Yes No Yes No

Locally Owned 本土企业

Multinational 跨国企业

State Owned 国有企业

Overall 总体

82.4 17.7 66.7 33.3

67.1 33.0 66.3 33.7

75.0 25.0 63.6 36.4

72.7 27.3 65.2 34.1

BEST PRACTICE : FORGO A COST FOCUS IN FAVOR OF MARKET BENCHMARKS最佳实践：避免让价格成为唯一的衡量标准，市场主需要采用行业基准选择代理商

Procurement teams are skilled at negotiating, especially when there is scale within and across business units. However, agency compensation is completely different from bulk buying tangible items like pens and paper, and requires a different skill set and finesse to evaluate the more “intangible” elements of agency service. By upskilling procurement teams and improving their understanding of the communications process, they will be able to add greater value to the negotiation process.

审查付费的任务很复杂，需要有较强的专业知识，如广告创意和营销传播等。只有具备这些知识，才能评估价格是

否公平且有竞争力。采购团队都非常擅长谈判，特别是在某特定的范围内，如在业务单元之内或跨业务单元。然而，

代理商付费与批量购买有形产品完全不同，这需要不同的技能、技巧和专业知识来评估代理商服务中的“无形”要

素。帮助采购部门提高专业知识以及对创意和传播过程的理解，采购部门的参与将为谈判进程贡献出更大的价值。

The proliferation of procurement departments is only set to increase. That being the case, it’s best for both marketers and agencies to embrace the process, but to also guide their involve-ment in the right way. Considering their mindset is the first step; purchasing people deal in hard values – data, prices, terms guarantees. Agencies deal in soft values such as creativity, which cannot be measured. Recognize this gap and find ways to quantify the output and value of the agency work. The use of third party consultants to validate costs is becoming more and more common.

因此，市场主再不断加大采购部门在甄选代理商过程中的参与程度。基于事实，最好的办法是市场主和代理公司都

参与到甄选过程中，并且正确引导他们发挥各自的优势从而做出应有的贡献。首先，双方必须认识和理解对方具备

的不同的思维习惯和理念。采购人员擅长于处理“硬件”，如数据，交易价格，条款协议等；而代理商则习惯于处

理“软件”，比如创意构想，而创意效果往往无法被定量评估。所以，这就需要二者尽可能地了解对方的工作差

异，致力找出能够量化代理商成果产出和价值创造的办法。未来，使用咨询公司作为第三方介入代理商费用审核的

现象将会更加普遍。

Lastly, reward quality. When an agency can prove their worth, they should be well-paid. The profit an agency makes on a typical client is an extremely low percentage of the marketing budget. So when their great ideas can make a difference and serve as drivers of preferences and sales, there should be a PBR (Payment by Results) scheme agreed upon with the client and procure-ment people so the agency can be rewarded appropriately. We have seen a significant increase in the use of Incentive Payments in recent years and we see this trend only continuing as marketers and agencies strive to obtain mutually strong results.

最后一点是市场主对代理商合理付费的问题。当代理商能够体现其专业价值时，他们则应改得到相应的回报。代理商

在为一个客户提供标准服务时，其利润占总体营销预算的比例是非常微薄的。所以，当优秀的构想能够改变市场主的

现状、帮助吸引了更多消费者或是拉动了销售额，市场主则应采用PBR制度（业绩薪酬制度）支付代理商合理的酬

劳。令人欣慰的是，近些年我们发现薪酬激励制度正在不断地被推广，而促使其不断推广的唯一动力就是市场主和代

理商能够共同努力，实现共赢。

PR’S GRIP ON DIGITAL UNDER THREAT公关代理商在数字营销上受阻

The rapid rise in the importance of social media in China has led to an increase in digital media marketing spends. In addition, the number of marketers who stated that they did not do any digital marketing fell dramatically from 13.5% in 2013 to just 3.5% in 2015. Despite this trend towards digital, marketers have been reluctant to engage their PR agencies, with many choosing to handle it internally or find creative agencies.

在中国，社交媒体的重要性快速提升，促使市场主加大了在数字媒体营销上的投入。此外，表示不会进行任何数字营销的

市场主的数量已从2013年的13.5%急剧下滑至2015年的3.5%。尽管数字营销是大势所趋，但市场主仍然不太愿意让公关

代理商插手其数字营销，许多市场主选择由公司内部处理或寻找创意代理商。

In addition, not as many marketers are taking digital capabilities into account when selecting PR agencies as they used to, and many are even switching agencies due to lack of ability in digital marketing. Digital marketing has become an indispensible tool for corporate branding and PR, and marketers are putting a heavy demand on their agencies to act as “one-stop” solution providers, managing all aspects of PR and integrated marketing.

此外，选择公关代理商时将数字营销能力作为考虑因素的市场主的数量相比过去有所减少，许多市场主因代理商缺乏数字

营销能力而更换了代理商。数字营销已成为企业品牌推广和公关不可或缺的工具，市场主对代理商提出了更高的要求，希

望他们成为“一站式”解决方案提供商，能管理公关和一体化营销的方方面面。

16

Just as marketers need to become more dynamic, a good agency fit is subject to change, and PR agencies have to come up with ways to keep up with shifting developments.

由于市场主的需求越来越多变，因此一家好的代理商必须能适应变化。公关代理商必须设法跟上这种变化节奏。

REAL REASONS FOR THE CHANGE 更换代理商的真正原因 (%)

Team is unstable, lacks professional talents团队不稳定，缺乏专业人才

Fewer media resources, cannot meet industry demand 媒介资源不够丰富，无法满足行业需求

Less quality in final delivery, greatly deviating from proposal最终作品质量和提案要求差距较大，无法满足客户预期

Lack of innovative creative缺乏新颖的创意和创新的意识

Lack of integrated strategic planning 缺乏整合性的策略规划

Low efficiency and effectiveness缺乏效率和有效性

The capabilities in social media and digital compaign cannotmeet current PR demand

社会化媒体和数字营销活动的能力不能满足当前公关需求

% 0 5.0 10.0 15.0 20.0 25.0

Beijing北京Shanghai上海Guangzhou广州Others其他

BEST PRACTICE : BUILD THE BEST AGENCY TEAM THROUGH COLLABORATION 最佳实践：群策群力，构建最佳代理团队

It is a good rule of thumb for marketers to do their due diligence on PR agency offerings as well as the agency team. In the midst of a fragmented media space with unlimited channels for communication, it is expected that PR agencies will develop specialties in different areas. With stronger knowledge about the capabilities of PR agencies, market-ers have a far better chance of finding the best fit agency to execute a communications strategy.

对于市场主来说，充分了解代理商的能力、长处以及团队非常重要。归根结底是代理商的“团队”制定和

执行策略。面对碎片媒体不断涌入各个传播渠道，就需要公关代理商有各自不同的应对技巧。具备强大的

公关代理商知识背景，市场主就能尽可能的找到最佳代理商帮助他们执行传播策略。

Independent third party consultation can help marketers find an agency with the right fit or to assemble a team of agencies to leverage different areas of specialty. With a real-time knowledge base of various agency offerings, including their specialties and agency team, third party consultants can facilitate marketers to better identify, evaluate, and position agencies to best meet their needs.

独立的第三方咨询公司能够帮助市场主寻找到满足不同需求范畴的代理公司，或组织专家来帮助进行专门

的高级别的管理。第三方咨询公司拥有丰富的资源能够随时了解代理商的各种产品，专业能力、长处和团

队变化。在拥有丰富行业知识的前提下，第三方咨询公司能够帮助市场主准确地识别、评估和定位能够满

足他们特殊需求的公关公司。

THE ADVANTAGE OF INTERNATIONAL AGENCIES OVER LOCAL AGENCIES IS BECOMING MARGINAL国际代理商相比本土代理商的优势正在缩小

The advantage of international agencies over local agencies is becoming more marginal each year.

国际代理商相比本土代理商的优势正在逐年缩小。

Local agencies outperformed their international counterparts in several major areas, including: understanding the clients' business, value for money, events, providing original creative content, social resources, and making positive contributions to business growth.

本土代理商在理解市场主业务、性价比、组织活动、提供原创内容、社会资源和促进市场主业务增长这几个主要方

面优于国际代理商。

International agencies still have an overwhelming advantage in the international network category, and perform slightly better in terms of financial transparency, media relations, crisis management and evaluating results.

国际代理商在国际性网络上依然具有压倒性优势，在财务透明度、媒体关系、危机管理和评估结果方面略胜一筹。

In a country like China with so many local agencies all fighting for market share, the impor-tance of being on par in key areas with the large multinational agencies cannot be overstated, and they are closing the performance gap in several categories with each wave of this study.

在中国，有许多本土代理商相互厮杀，争夺市场份额。为此，争取在关键领域与大型跨国代理商保持同一水准显得

非常重要，从我们这三年的研究中可以看出，本土代理商与国际代理商在数个领域的差距正日渐缩小。

BEST PRACTICE : CULTIVATE COMPREHENSIVE CAPABILITIES IN LOCAL TALENT最佳实践：落实本土人才综合实力培养计划

Apart from multinational agencies, a large number of local agencies are coming out to fight for a piece of the pie. For these small local agencies, their ability to adapt quickly to the ever-changing industry serves as a home field advantage for a market in which most global agencies are not as nimble to opportunity as their local counterparts. China is home to over 143,000 local agencies, all fighting for market share. Today, every company has a local agency somewhere in their portfolio, driving more and more pressure on speed and cost to market. The pressing need for local insight is apparent- but local talent in itself is not enough. To meet the communications needs of their clients, PR agencies must be able to provide a comprehensive service offering and effective tools to articulate local insights in the right way.

与跨国代理公司的处境非常不同，本土的代理公司常常为了一单小额生意与同行开展激烈的竞争。但是当面

对瞬息变化的中国市场，这些规模有限的本土代理商则能展现出高效的应对能力，表现出明显的主场优势。

而与之相反，大部分的国际代理公司则无法敏锐地捕捉这种市场先机。中国市场是一个拥有143,000家本土

代理公司的巨大摇篮，所有人都竭尽所能地争取更多的市场份额。今天，所有大型企业都会将一家本土代

理商纳入其代理商雇佣组合当中。由此可见市场主对本土市场洞察的需求是十分迫切的。为了更好的满足客

户的传播需要，公关代理公司必须能够提供一套周全的服务支持、有效的辅助工具以确保准确把握本土市

场。

18

INDUSTRY TREND: SOCIAL MEDIA IS MORE THAN JUST GENERATING BUZZ行业趋势：社会化媒体不只是为了引起关注度而已

Over the past several years, social media has changed into a multifaceted tool that marketers use to achieve a wide variety of PR goals. In addition to its traditional role as a buzz generator and brand awareness builder, 52% of marketers are now using it to identify potential customer needs, and 62% for social listening and crisis manage-ment.

过去数年中，社交媒体已成为市场主麾下的多面手，帮助市场主实现各种公关目标。除了用于引起关注

度和提高品牌知名度以外，目前有52%的市场主使用其来确定潜在客户的需求，62%的市场主使用其来

进行社群聆听和危机管理。

It also plays a significant role in the measurement of a PR campaign’s success. We found that 64% of marketers consider social talk on the brand to be a significant indicator of a campaign’s performance, and 51% see a growth in social media follow-ers as a positive indicator.

另外，在评估公关宣传的成功度方面，社交媒体也发挥着重要作用。我们发现，64%的市场主认为公众

在社交媒体上对其品牌的评价是衡量宣传效果的重要指标，51%的市场主将社交媒体上其关注者数量的

增长视为正向指标。

51%

64%

68%

70%

42%

29%

31%

47%

Company internal stakeholder feedback公司内部主要关联人的回馈

Growth of frequent purchasers 常用购买者的增长

Traffic change instore / online store进店人数/网店人流的变化

Sales growth 销售增长

Growth of social media followers 粉丝数量的增长

Social talk on the brand关于品牌的舆论走向

Brand image improvement品牌形象的提升

Number of clippings媒体报道的数量

Brand relatedSales related

MEASUREMENT ON PR CAMPAIGN PERFORMANCE衡量公关活动表现最常用的方式

The measurement is more related with brand and public influence than direct linkage with sales / purchaser related factors. Internal stakeholder feedback appears to be an independent important factor for PR campaign measurements, which are sometimes subjective.

市场主衡量公关活动的方式与品牌及公众影响力更相关。内部利益相关者的反馈是一个较为独立且主观的评价公关活动的方式。

其他 (6%）: • 点击量

声量网络声音检测核心媒体发稿情况参与者的反馈（活跃度指标）关注度百度指数ROI 媒体价值对应活动成本

•••••••

Others (6%) :• Clicking Volume

Power of voiceMonitor netizen’s voiceExposure by media/pressParticipant’s feedback(dynamism) Attention rateBaidu indexROI (media value vs. campaign cost

•••••••

INDUSTRY TREND: PRESENCE IS IMPORTANT, BUT CONTENT DIFFERENTIATES行业趋势：曝光率固然重要，但内容决定高下

Less than half of marketers think that always-on presence is a key part of a PR campaign. Instead, the driving factors that marketers care about focus on the content of the campaign.

不到一半的市场主认为保持高曝光率是公关宣传的重要方面。市场主最看重的其实是宣传的内容。

65% say that forming an emotional connection is key to a PR campaign, 71% agree that brand-specific content is important, and 73% of marketers agree that catching a hot trend is key.

65%的市场主表示公关宣传的关键是形成情感联系，71%的市场主认为品牌特有的内容起着重要作用，而73%的市场主认为

契合时下热门趋势很重要。

With 64% of markers agreeing that mobile marketing is the best approach to making a PR campaign more impactful, it isn’t surprising that marketers are placing more and more importance on catching hot trends and forming connections with their audience. People’s mobile devices rarely leave their sides, so taking advantage of the most up-to-date trends is the best way to make sure your content is being seen in the fastest and most user-friendly fashion.

64%的市场主认为移动营销是扩大公关宣传影响力的最佳方式。市场主正逐渐把重心放到契合时下热门趋势和与受众形成联系

上面。移动设备通常随身携带，因此利用好这一最新趋势是保证市场主的内容以最快和最友好的方式向外推广的最佳做法。

BEST PRACTICE : GET THE HIGHEST RETURN ON DIGITAL THROUGH MEDIA AUDITING最佳实践：数字媒体审计，达成最大化的回报

To maximize the return on digital, implementing a media marketing process audit ensures effective allocation of resources. This is where third party consultants can leverage their cross-industry experi-ence to compare the digital media of marketers against industry benchmarks on strategy, communi-cation, execution, collaboration, and media costs. Only then can marketers pinpoint areas in need of improvement so that their digital media strategy is positioned to attain maximum potential.

数字媒体营销效果ROI的提升，需要对数字媒体营销各个环节都有良好的理解和掌握。数字媒体营销流程审计为达成这一

目标提供了良好的依据和保障。第三方咨询公司拥有丰富的跨行业的经验，能够帮助市场主从数字营销策略的制定、与代

理商的沟通、策略执行、合作流程以及投放价格等各个环节与业内的标杆进行比对。这样市场主能清晰的知道自己的投入

在什么地方浪费了价值，代理公司制作的策略是否合理，付出的钱是否得到回报，得到的价格是否优于市场平均水平，以

及与代理商的合作流程是否有效、是否有进步空间，从而能够有针对性的提高数字营销管理的水平。

APPROACH TO MAKING PR CAMPAIGN MORE IMPACTFUL让公关活动变得更有影响力的方式 Story telling and experiential marketing tops the

most impactful approaches for PR campaigns. Emerging technology using mobile is the new trend in the digital world.

故事分享与体验式营销是使公关活动更有影响力的方式。在新技术方面，移动端营销是较为新颖的的影响因素。

18%

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64%

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69%

3D technology3D技术

Visual/image-led communication视觉导向传播

Mobile Marketing移动端营销

Real-time Marketing实时营销

Experiencial Marketing 体验式营销

Brand Transparency/Authenticity品牌透明度/真实度

Brand Content品牌植入

Storytelling 故事分享

Brand Experience Technology

其他 (3%)

• 名人效应电子商务在线PR根据品牌自身特点

•

••

Others (3%)• Celebrity effect

E-commerceEPRBrand characteristics

•

••

20

ALIBABA, COCA-COLA LEAD AMONGST MARKETERS阿里巴巴、可口可乐领先群雄

Alibaba and Coca-cola were recognized as the companies most admired by fellows marketers in China. Alibaba’s IPO during the time that the fieldwork was being completed made them the dominant success story. Along with Coca-Cola, they impressed their peers with innovative marketing campaigns and new product develop-ments.

在中国，阿里巴巴和可口可乐是获得称赞最多的两大市场主。在我们开展实地调查期间，正值阿里巴巴

上市，现在阿里巴巴的上市已经成了大街小巷传颂的成功典范。可口可乐则凭借创新的营销宣传和新品

研发给同行留下了深刻印象。

These brands succeeded in communicating their ideas across traditional mediums, innovating exceptionally well within digital, as well as their direct to consumer initia-tives to create strong brand linkage and deliver a unique brand experience.

这些品牌的成功之处在于，他们在利用传统媒体传播品牌理念的同时，还有效结合了数字营销的创新手

段，并通过专门的消费者计划加强品牌与消费者之间的联系，为消费者传递独特的品牌经验。

BEST PRACTICE : IMPLEMENT A CULTURE OF “TEST AND LEARN” TO MAXIMIZE OPPORTUNITIES最佳实践：通过“试验和学习”来拓展机会

With so many communication options to connect with consumers, it is a challenge to know in which areas to prioritize the marketing spend, particularly when the ROI for so many new media opportunities is not as well-established. However, we see that in this fast moving environment, brave brands and client companies can achieve the greatest cut through and share of voice, and often for a lower cost.

新媒体排山倒海而来，市场主们都跃跃欲试。新媒体的 ROI尚未得到确立和验证，所以市场主们只

能谨慎行事。不过我们同时发现，在这个快速变化的环境中，有魄力的品牌和企业仍然能以最低

的花费找到实现目标最快的捷径和最强的号召力。

This is no different from a test market which is comfortably employed by so many marketers; it just requires setting parameters and specific objectives for what the trial is intended to help understand or achieve.

“试验和学习”在试销市场已经普遍应用，将这种方法引入到新媒体营销策略当中，市场主只需

确认合适的衡量指标和制定试验目标。这种方式在降低投入风险的同时，能够有效的帮助市场主

寻找到市场营销方面新的突破。

介绍和方法

INTRODUCTION&METHODOLOGY

The universe for the third edition of “2015 PR Scope in China” is comprised of managers or directors who are responsible for company PR activity in China, with a total marketing budget of 10 million RMB or above.

第二版<<2013年公关行业营销趋势研究>>报告中的调查总体覆盖负责中国

地区公关事务，且营销预算总额达1千万人民币及以上的企业的相关负责人。

Companies interviewed were currently working with an interna-tional or local PR agency in China, or knew something about them and were likely to work with an international PR agency in the next two years; or they were local clients, with local relation-ships, identified by subscriber agencies. The managers interviewed had to be senior, involved in the decision process for approving the work of their agencies and interact with agencies on an ongoing basis.

受访公司为目前在中国正在与国际或本土公关公司合作或者对公关及线上公

关代理商有所了解，亦或是在接下来的两年里有可能与国际化公关代理商进

行合作的公司。或者，他们是本土客户，有着强劲的本土关系。受访者的名

单都是有订阅此报告的代理商提供的。受访者都必须是资深的行业内人士，

参与到任命代理商的抉择过程中并且与代理商在工作中有长期的接触。

The top international and local PR agencies with offices in China were asked to provide a list of their important clients. All of these clients were included in our universe of companies to be interviewed for this study.

在中国开展业务的国际和本土顶级的公关代理商为我们提供了他们认为最重

要的客户信息。所有这些客户都被加入到此次研究的调研总体中。

UNIVERSE调研总体

22

Our study covered 215 individual client-agency relationships. The professionals interviewed were selected according to the following criteria:

S A M P L E调查样本

People that are currently working in companies that are responsible for the management of and relationship with their PR agencies. These are the professionals who possess the greatest depth of information and whose opinions and experiences are the most interesting for each agency.

目前正在与公关代理商进行合作并且负责管理公关

事务及与公关公司的关系。这些专业人士的宝贵意

见和经验是每个代理商都非常感兴趣的。

我们的调研覆盖了215个独立的客户-代理商合作关系。受访者均需符合以下条件：

2015 is the third edition of the PR Scope Study in China2015年公关行业营销趋势研究为中国地区第三版

Highly qualified sample, decision makers in top companies高质量的调查样本，大型公司的决策者参与

Fieldwork: October 2014 – January 2015 实地调查：2014年10月 – 2015年1月

A tool for taking action行动指导工具

INTRODUCTION简介

Collection of information on different brands/products by marketer, allowing us to obtain information on different agencies.

从负责不同品牌或者产品的市场主那里收集信息，

以便于我们获得不同代理商的表现和评价。

We eliminated companies that didn't systematically carry out PR activities, regardless of other significant indicators.

我们剔除了那些不进行公关活动的公司，不管他们的

其它指标有多么重要。

Analysis of trends: Forecasting the Client - PR Agency Future趋向分析：展望市场主-公关公司的未来

Understanding Agency Perception among prospective clients了解潜在客户对于代理商的看法

Measuring Agency Performance by current clients通过当前客户衡量代理商表现

The most competitive PR Agencies study available全球最具实力的公关研究

METHODOLOGY研究方法

24

PR Scope includes公关行业营销趋势研究包括

# Interviews访问数量

215

69

12

Senior Agency professionals资深代理商专业人士

Leading Trade Editors行业领先杂志编辑

Marketer-Agency Relationship市场主-代理商关系

TECHNICAL DATA: SECTORS技术数据: 行业分类


TECHNICAL DATA: NUMBER OF RELATIONSHIPS ANALYZED PER CITY技术数据: 各城市的分析数量

6.3% GUANGDONG广东

22.4% OTHER其它

37.1% SHANGHAI上海

34.2% BEIJING北京

NUMBER OF RELATIONSHIPSANALYZED PER CITY

各城市的分析数量

0 5 10 15 20 25 30

Airline 航空Machinery/Equipment 机械/设备

Furniture/Office Supplies 家具/办公用品Infant&Maternal 母婴

Energy/Tech. 能源/技术Costume/Retail 服装/零售

Real Estate/Building 房地产/建筑Family/Personal Care 家庭/个人护理

Hotel/Restaurant 酒店/餐饮Comprehensive FMCG 综合快速消费品

Organization 组织机构Finance/Insurance 金融/保险

Intenet 互联网Luxury/Fashion 奢侈品/时尚

IT 信息技术Consumer Electronics 消费类电子

Medical Health 医疗健康Food/Beverage 食品/饮料

Auto&Relevant Industry 汽车及相关产业

TOP 5 INDUSTRY

Auto&Relevant Industry Food/Beverage Medical Health IT Luxury/Fashion

26

MULTINATIONAL 跨国企业

2015

2013

TECHNICAL DATA: TYPE OF COMPANY技术数据: 公司分类 (%)

TECHNICAL DATA: POSITION OF INTERVIEWEE (%)技术数据: 职位 (%)

58.7 27.3 14.0

53.4 34.9 11.7

LOCALLY OWNED 本土企业 STATE OWNED 国有企业

Position 2015 2013

GM OR ABOVE 总经理及以上

DIRECTOR LEVEL 总监级别

MANAGER LEVEL 经理级别

OTHER 其它

4.5

62.8

30.3

2.4



5.6

45.5

39.8

9.1

TECHNICAL DATA: COMPANIES INTERVIEWED技术数据: 受访市场主

30

ABOUT R3关于胜三

Originally from Australia, Greg spent the first 20 years of his career on the marketer and agency side, mostly in the APAC region. After working on both sides of the same coin, he identified an untapped opportunity in offering independent counsel to marketers - which led him to co-found R3. Greg’s brand experience spans many geographies and industries, delivering solutions for clients like Coca-Cola, Samsung, Visa, Johnson & Johnson and Microsoft across China, Hong Kong, Singapore, Australia, Malaysia, Europe, and the United States. Greg is also co-author of the book, China CMO, Best Practices in Marketing Effectiveness and Efficien-cy in the Middle Kingdom.

包贵革先生来自于澳大利亚，在职业生涯的前20年中，他分别以

市场主及代理商的身份在亚太地区累积了丰富的经验。丰富的行业

积累及双重角色间的转换换给了他全新的视觉来看待这个行业，他

发现了这个行业中存在一个尚未开发的机会 —— 以独立顾问的角

色给市场主提供咨询服务。带着对广告行业独到的洞察，包贵革先

生作为联合创始人建立了胜三。他的丰富经验贯穿不同地区和行

业，从中国、香港、新加坡、澳大利亚、马来西亚、欧洲到美国，

胜三为众多像可口可乐、三星、VISA、强生和微软等的跨国品牌

及企业提供全面的解决方案。包贵革先生更将丰富的经历汇聚成

书，著有《China CMO: Best Practices in Marketing Effective-ness and Efficiency in the Middle Kingdom》等广受市场主关

注的书籍。

You can follow Greg on Twitter @asia6667 Greg also maintains a blog on Campaign Asia http://blog.campaignasia.com/author/gregpaull/

您可以在推特上关注@asia6667 ，与包贵革先生进行互动。

另外，包贵革先生亦在 Campaign Asia 中设立了专栏博客，

详情请查阅以下网址：

http://blog.campaignasia.com/author/gregpaull/

GREG PAULL – R3 Principal & Founder包贵革 - 胜三总裁兼创始人

Shu Fen was born and bred in Asia, with marketing and advertising experience of over 20 years on local, regional and global businesses. 淑芬在亚洲出生、成长，她拥有超过20年的营销和广告行业的经验，

涉及本土，亚太区以及全球性业务．

Prior to R3, she spent time at Ogilvy Singapore, leading Unilever, KFC, GSK and other major clients. 在建立胜三之前，她曾任职于新加坡奥美，服务过的客户包括联合利

华，肯德基，葛兰素史克以及许多其他重要客户．

After six years starting M&C Saatchi in Singapore, leading the BMW Asia, Coca-Cola and SingTel accounts, she founded R3 in 2002 with business partner Greg Paull. 她曾经在新加坡尚思广告公司任职，并领导宝马公司的亚洲服务团

对，可口可乐以及新加坡电信项目。随着业务的发展，六年之后她

和商业伙伴Greg Paull于2002年共同建立了胜三。

Thirteen years later, she has led R3 on global ssignments for Unilever, Singapore Airlines, Coca-Cola, JNJ and VISA.胜三成立13年后，她已经领导胜三公司与联合利华，新加坡航空，可

口可乐，强生和VISA开展了国际性合作。

ShuFen contributes actively to the industry through speaking and judging various industry awards, including the prestigious Cannes. 淑芬活跃在演讲和各种不同行业的颁奖典礼中，其中包括颇有声望的

戛纳电影节。

Most recently, she was chairman of the APAC marketing effectiveness awards. 最近，她荣膺亚太地区营销大奖赛主席。

GOH SHU FEN – R3 Principal & Founder吴淑芬 - 胜三总裁兼创始人

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china pr agency scope 2015

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