AdMarket 2014 / ATL

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METHODOLOGY
p a r t o f
Quantitative B2B Research Report
AdMarket Study 2014
The ATL Ad Section
February - May 2014
Participants’ Edition
© D&D Research 2014

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↘ 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:
This aim was attained by measuring key relevant parameters within the following dimensions:
A Perception elements
B Usage and attitudes elements
C Participant company relevant descriptors
[≡] 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.
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.

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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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A1.2. ATL AGENCIES ALL UNPROMPTED AWARENESS
[»]
What other advertising agencies do you know or heard of?
*N=133, spontaneous multiple answers
58,652,637,636,132,328,627,121,115,815,013,512,010,59,09,09,06,06,05,35,34,51,537,60,010,020,030,040,050,060,070,080,090,0100,0 BV McCann EricksonLeo Burnett & TargetGraffiti/BBDOSaatchi & SaatchiGMP AdvertisingOgilvy PublicisNext AdvertisingPropagandaLowe & PartnersDDB BucurestiTempo AdvertisingCAPHeadvertisingFriendsJWT Cohn & JansenPapaya AdvertisingGeometry GlobalTBWA Bucuresti23 Communication IdeasHAVAS WorldwideGeneric Audiovizual (GAV) Other

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Agencies mentioned under the “other” category:
 ADDV
 ADVANCE IDEAS
 ADVENTURES
 ARSENOAIEI & MATASEL
 BABEL COMMUNICATION
 BAD CAT
 BLOOM COMMUNICATION
 BRAND FUSIONS
 BRIDGE COMMUNICATION
 CSR AGENCY
 DC COMMUNICATION
 DRAFT FCB
 ECHIPA DE PR
 GAVRILA SI ASOCIATII
 GOLINHARRIS
 HIPPOS
 ILEO
 INITIATIVE MEDIA
 INITIATIVES
 MERCURY 360
 PASTEL
 PHD
 PRESAGE
 REPUBLIKA
 ROGALSKY PR
 RUSU BOTUN
 SENIORHYPER
 SPOON
 THE GEEKS
 THE GROUP
 THE PRACTICE
 THE SECRET SERVICE
 WUNDERMAN
 ZENITH

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U1. EMPLOYED AGENCIES
[»]
In 2013, with how many advertising agencies did your company worked with?
*N=133, closed single answer
28,627,124,120,30,010,020,030,040,050,060,070,080,090,0100,0twoonemore than 3three

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U2.2. IMPORTANT MARCOM ACTIVITIES IN 2014
[»]
Please chose from the following marketing and communication activities, which of them will be most important for your company’s business?
*N=133, closed ranking
59,6556,1041,9928,7827,6017,307,100,0010,0020,0030,0040,0050,0060,0070,0080,0090,00100,00StrategyCreationDigital communication overall (Social Media, Mobile Marketing, Search Engine Marketing etc.) PR and Corporate CommunicationEvents/ Direct Marketing Shopper Marketing/TradeOther

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U3. ADVERTISING NEEDS
[»]
Which of the following sentences describe best the way your company prefers to cover its’ advertising needs?
*N=133, closed multiple answers
52,640,612,012,011,36,03,80,010,020,030,040,050,060,070,080,090,0100,0working with more than one advertising agencies specialized in particular areasworking with a single advertising agencyworking with an external consultant/ freelancer assigning for each brand different agenciesdeveloping an in-house departmentworking with an agency from outside the countryDK/NA

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U4. SPECIALIZED VS. FULL SERVICE
[»]
In which of the following areas a specialized agency will perform better than an advertising agency??
*N=133, closed multiple answers
65,453,439,838,333,132,30,82,30,010,020,030,040,050,060,070,080,090,0100,0Digital communication overall (Social Media, Mobile Marketing, Search Engine Marketing etc.) Media planning and buyingEvents/ Direct Marketing Strategy and CreationBranding ConsultancyShopper Marketing/TradeOtherDK/NA

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PE1. MARCOM BUDGET
[»]
In 2013, what was the budget for advertising and communication activities?
*N=133, closed single answer
10,513,521,18,335,311,30,010,020,030,040,050,060,070,080,090,0100,0< 50.000 € 50.000-100.000 € 100.000-300.000 € 300.000-500.000 € > 500.000 € DK/NA

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PE2.1. MARCOM BUDGET ESTIMATED EVOLUTIONS
[»]
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
*N=27 participants estimating answering “decrease” at the previous question, closed single answer
Less than 10% Between 10% and 20% Between 20% and 30% Between 30% and 40% Between 40% and 50% Between 50% and 100% 100% 14,848,13,718,525,523,425,52,114,94,3Less than 10% Between 10% and 20% Between 20% and 30% Between 30% and 40% Between 40% and 50% Between 50% and 100% 100% Will Decrease Will Increase

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S2. AREAS OF IMPROVEMENT
[»]
In which areas do you consider the advertising agency your company worked with in 2013 should improve?
*N=133, spontaneous open answers
29,318,812,87,56,86,06,05,34,53,83,03,017,321,10,010,020,030,040,050,060,070,080,090,0100,0CreationDigitalStrategyClient serviceCosts and budgetsMeeting deadlines and reaction timesInvolvement / ResponsibilityMedia -buying and planningKnowledge of business and consumerEventsResearchShopper marketingOthers (< 3 options each) DK/NA

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Most important areas of improvement mentioned under the “others” category:
 Adaptability between online and offline
 B3B Marketing
 Consultancy
 DTP
 Production
 Work teams
 People skills
 PR
 Proactivity
 Transparency in assessments
 More involvement in smaller brands

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L1.1. SATISFACTION WITH THE 2013 PERFORMANCE
[»]
On a scale from 1 to 5, how satisfied are you with the advertising agency you worked with in 2013?
* the number of evaluations for each company are rather low ranging between 20 evaluations for Saatchi & Saatchi and 2 evaluations for McCann Erickson; five point Likert type scale: 1 less satisfied … 5 most satisfied
76,5675,0073,8672,7371,4371,1570,830,0010,0020,0030,0040,0050,0060,0070,0080,0090,00100,00PublicisBV McCann EricksonLeo Burnett & TargetOgilvyDDB BucurestiGraffiti/BBDOSaatchi & Saatchi

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L2. ADVERTISING AGENCY DECISION
[»]
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
63,933,115,09,07,54,50,010,020,030,040,050,060,070,080,090,0100,0We continued the relationship with the agency we've worked with in 2012We organised auction / selection / pitchThe decision belonged in affiliation with international networkWe took into account the recommendations from business partners/friendsWe contacted an agency chosen based on previous campaigns/successful case study de succesWe were contacted directly by agencies who made presentations

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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
66,657,411,910,19,66,15,85,52,30,90,80,82,30,010,020,030,040,050,060,070,080,090,0100,0Strategic skills/The ability to understand consumer behaviourCreative skillsPrices that meets the market situationPrevious experience with the agency/Ease of collaborationThe ability to accomplish complex projectsDigital skillsPrevious projects/campaigns of the agencyThe presence in the agency of key people, appreciated by being digital … CredentialsPrizes/Awards ceremony performance High rank in specialized awardsInformations/recommendations for business partners/friendsOthers

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L8. STRONGEST PITCH REFERENCE COMPANIES
[»]
In case of a new pitch, I would like to compare the following advertising agencies
*N=133, open multiple answers
33,826,318,014,314,312,811,38,37,56,85,34,54,53,83,83,03,02,316,516,50,010,020,030,040,050,060,070,080,090,0100,0BV McCann EricksonLeo Burnett & TargetGraffiti/BBDOGMP AdvertisingPropagandaSaatchi & SaatchiPublicisNext AdvertisingCAPOgilvy Lowe & Partners23 Communication IdeasHeadvertisingDDB BucurestiPapaya AdvertisingFriendsJWT Cohn & JansenTempo AdvertisingOthers (< 3 options each) DK/NA

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Agencies mentioned under the “others” category:
 ADMAKER
 BRAND FUSIONS
 BRANDS&BEARS
 DAESCU BORTUN OLTEANU
 FREE ADVERTISING
 GODMOTHER
 GOLINHARRIS
 ILEO
 JAZZ
 KOALA COMMUNICATION
 PERCEPTUM
 PR STEPS
 PRACTICE
 SPRINGER & JACOBY
 THE GEEKS
 THE GROUP
 THE MEDIA CONCEPT STORE
 THE PRACTICE
 WOPA

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L9. REASON WHY (PREVIOUS QUESTION)
[»]
Please briefly explain your choice
*N=133, open multiple answers
18,017,311,36,85,32,31,51,59,826,30,010,020,030,040,050,060,070,080,090,0100,0High creativityThe had successful campaignsGood previous experienceWell known agency / Good reputationJust for benchmarking, to see other proposalsThey are highly recommendedThey are part of the global networkThey are highly proactiveOthers (< 2 options each) DK/NA

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Reasons mentioned under the “others” category:
 Smaller agencies show me respect
 They have high strategic competences
 Good on BTL
 They have merged with a German agency that has creativity awards
 They work is visible to the public
 They have a good presentation
 They are generally very good
 they are full service
 They are local and understand local businesses

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AA1. ADVERTISING AWARDS
[»]
To what extent the awards won by an advertising agency at the dedicated festivals will influence your decision to pass them your business?
* N=133, five point Likert type scale: 1 low influence … 5 high influence
26,319,533,818,80,80,80,010,020,030,040,050,060,070,080,090,0100,0Very little extentSmall extentNot little, nor highGreat extentVery great extentDK/NA

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AA2. MOST RELEVANT AWARDS
[»]
From your point of view, which are the most relevant awards when assessing an advertising agency?
*N=133, closed multiple answers
78,257,936,825,68,33,82,30,80,010,020,030,040,050,060,070,080,090,0100,0EffieCannes LionsGolden Drum (Portoroz) AdOrAdPrintEpicaEurobestOther

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AG8. MOST LIKED 2013 ADVERTISING CAMPAIGN
[»]
Which was your favorite advertising campaign (local or international) aired in Romania in 2013?
*N=133, open single answer
14,39,87,53,02,32,32,32,32,31,51,51,51,51,51,51,527,116,50,010,020,030,040,050,060,070,080,090,0100,0GANDUL.INFO -Why don't you come over? VODAFONE -Ghita the shepherdROM -Bucharest not BudapestCOCA COLA -Share a coke with COSMOTE -ButterflyHEINEKEN -The voyageING -Bottomless toy bagVODAFONE -Romanian's have initiativeROM AuthenticCOVALACT -Too good, too country sideDEDEMAN -Using lyrics as a way to promote productsDORNADOVE -Real beautyHEINEKEN -007ORANGE -Extended enjoyable moments LIDLOthers (1 options each) DK/NA

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Other campaigns mentioned:
 AVON - Celebrity endorsement campaign with Antonia
 AXA - Education campaign
 AXE - Fallen angels
 BANCA TRANSILVANIA - The male fairy
 DERO'S CAMPAIGN
 CIF - Campaign for a clean city
 CIUC - Another way to make things
 COCA COLA - Reasons of friendship
 COCA-COLA - Christmas balloons
 COCA-COLA - Open and enjoy happiness
 MILKA - Tender
 COSMOTE - Prepay
 COSMOTE - Christmas campaign with smiley
 DIGI 24 - Regionalization
 FARMEC, NUFARUL & TRIUMF
 GROLSCH - Experience hotel
 HEINEKEN ODYSSEY FILM
 HEMOROEASY
 HUMANITAS - Blind date with a book
 ORBIT - Antonio Banderas
 PEGAS - Nation's internet
 PEPSI - Summer fun
 PETROM - Andrei's country
 SPRITE - National promotion
 REDBULL - Felix
 RENAULT - Clio
 ROŞIA MONTANĂ
 SAMSUNG - Brand release
 SAVE THE CHILDREN - One Republic song
 SELGROS - It's Worth It
 EVIAN - Baby
 JACOBS - Tasimo
 URSUS - New box release
 VODAFONE - The kiss
 VODAFONE Relaunch
 WORLD VISION - Future donors

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AG9. REASON WHY (PREVIOUS QUESTION)
[»]
Please explain the reasons that led you to chose this campaign
*N=133, open multiple answers
15,86,86,06,05,34,53,83,83,83,03,03,03,088,018,80,010,020,030,040,050,060,070,080,090,0100,0Very creativeVery memorableVery amusingIt went viralHigh impactEmotionally charged campaignNoveltyExcellence in craftVery originalRaised awarenessGood strategic thinkingIntegrated campaign with best use of digitalHigh visibilityOthers (< 2 options each) DK/NA

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Other reasons mentioned:
 Relevant target reach
 Very inspired
 It was linked to the reality we are faced with, and proposed solution to it
 It was different and spectacular
 It came with an answer to a real issue
 Very spontaneous
 Act of bravery
 High engagement
 Related to everyday life
 Very attractive
 Multiple communication media (various area distribution)
 They were aggressive without bothering
 They stayed in the visual memory
 Romanian authenticity
 Indicated very good benefit
 Good brand fit idea
 Well targeted
 Strong brand
 Low budget
 It reached a new, unexplored target
 Structured campaign on 2 distinct parts
 Humanitarian campaign
 Ability to generate word of mouth
 Very clear
 Consistency in communication
 Soundtrack
 Very competitive
 The entire communication
 Center positioning the consumer
 Premature infants
 Very courageous
 Good adjustment for all types of media
 Good brand differentiator
 Direct
 Optimal timing duration
 Very efficient
 Relevant 360* executions
 Good media coverage
 Outstanding campaign made by bbh
 Catchy

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 Freshness idea
 Degree of variability
 Good idea supported by the results
 Reaching out of the industry specific territory
 Interesting image, the persons matches the brand
 Brand image brings happiness
 Good implementation
 Product innovation
 Innovative
 Powerful insight
 CSR and brand integration
 Star's participation
 Online-offline integration
 Understanding consumer behavior
 Direct user interaction
 Very interactive
 Powerful message
 I was able to recall old Romanian brands
 Good weekly strategy, consistency and structured information
 Unconventional
 It doesn't bother the consumer with the product
 Award-winning
 Unveils a set of natural reactions
 First brand used as money
 Magnetism
 Very proactive
 Consumer powerful reactions
 Well know reality
 The reality of the story
 Celebrity endorsement
 Global target relevance
 It was made in a relatively short time
 Interesting change in communication
 Services vs. Product
 The simplicity of the idea
 Good tagline
 They are present all the time
 Very insightful

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ID1.PROVENIENCE OF SPENDING COMPANY
[»]
Romanian/multinational company
*N=133, closed single answer
26,373,70,010,020,030,040,050,060,070,080,090,0100,0RomanianMultinational

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ID3. TOTAL ADVERTISING SPENDING
[»]
Budget for the entire communication activities
*N=133, closed single answer
12,027,813,526,313,56,80,010,020,030,040,050,060,070,080,090,0100,0<100.000 EUR100.000 –500.000 EUR500.001 –1.000.000 EUR1.000.001 –10.000.000 EUR>10.000.000 EURDK/NA

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ID4.NUMBER OF ACTIVE BRANDS IN ROMANIA
[»]
Estimated active brands in Romania
*N=133, closed single answer
35,320,328,615,80,010,020,030,040,050,060,070,080,090,0100,01 2-34-10>11

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ID5.DOMAIN OF ACTIVITY
[»]
Company’s area of activity
*N=133, closed single answer
6,05,31,53,84,53,05,310,56,810,513,52,31,52,313,50,80,81,50,80,80,80,80,80,80,80,80,80,05,010,015,020,025,030,035,040,045,050,0 AlchoolicNon-alchoolicBeautyHome appliances/electronicsHealthcare/medicalTravel/tourismMediaRetailTelecom/InternetAutomotive/vehiclesFinancial/insuranceFashion&styleEnergyNon-commercial/NGOFMCGChemicalsEventsHeavy industryConstruction materialsRadioReciclingLogisticsPublishingTobaccoEducationalDistributionSecurity

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© D&D Research 2014