ADMARKET STUDY 2014 THE ATL ADVERTISING SECTION - QUANTITATIVE B2B RESEARCH REPORT
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www.ddresearch.ro Quantitative B2B Research Report AdMarket Study 2014 The ATL Advertising Section February - May 2014 Prepared for: © D&D Research 2014
TABLE OF CONTENTS
METHODOLOGY
[OBJECTIVES & DESIGN] 3
[DATA GATHERING] 5
DETAILED REPORTING
[GENERAL PERCEPTION OF ADVERTISING ACTIVITIES] 7
[AWARENESS] 11
[USAGE. GENERAL USAGE] 16 [ADVERTISING AWARDS] 55
[USAGE. PAYMENT ELEMENTS] 24 [GENERAL PERCEPTIONS] 57
[SERVICES/ACTIVITIES] 28 [PEOPLE PERCEPTIONS] 76
[SATISFACTION. LOYALTY] 32 [“DEMOGRAPHICS”] 79
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METHODOLOGY
↘ 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:
A Perception elements – or how is the main corpus of Clients perceiving the active entities from the
Advertising Community: i.e. awareness, “usage”, satisfaction, key traits etc.
B Usage and attitudes elements – what are the key working habits of the Clients into what regards
collaboration with companies within the Advertising Community: i.e. criteria for agency selection, motives
to cease collaboration, pitch habits, budgets etc.
C Participant company relevant descriptors – e.g. active market domains / industry branch, turnover, number
of active brands etc.
[≡] Please note that this report focuses on the ATL branch of the Advertising Community.↘ 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.
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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.
The general approach to the sample universe was the following:
we decided that all spenders on advertising media in 2013 are relevant
we also decided that these spenders also needed to be active in 2013
observing the criteria above from public and private sources we have compiled a list of companies
DATA GATHERING
The field approach was a complex challenging B2B process:
many of the relevant participants were either reluctant or simply lacked the time to involve in the study
a significant part of the refusals to participate were not explicit and were masked behind typical “business”
excuses
both of the above meant that a large part of the initial universe sample list required at least 7 contact
points (mails or phones) until a resolution was achieved
furthermore even in those conditions the initial response rate was very low, bellow 10% so personal
interventions from the research company seniors were needed to boost that figureDETAILED 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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GP1. AREAS TO IMPROVE IN 2014
Which areas related to the client-agency
[»] collaboration do you consider should be improved in
2014?
Understanding of the clients' business 24,1
Meeting deadlines / fast / prompt reaction 18,0
Client service 15,0
Communication with the clients 15,0
Creative areas 13,5
Strategy areas 12,0
Costs / budgets 11,3
Knowledge on the client / brand / products 9,8
Proactivity 9,0
Measuring the results 7,5
Focus on efficiency 6,8
Implementing / Executing the ideas 5,3
Adaptability to the present 4,5
Others (< 3 options each) 27,8
DK/NA 15,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, open multiple answersAreas mentioned under the “others” category:
Same attention to smaller brands Higher involvement
B2B Proper incorporation of the feedback
BTL/ATL Trust
BUSINESS FOCUS Innovation
Quality of the provided data Professionalism
Quality of the reports Project management
DIGITAL Better desk research
Diversification of the offer Respecting the briefs
Propensity towards excellence Not repeating the same mistakes
DTP Transparency in working procedures
Cost transparency Seniors involved in regular activities
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GP2.1. TOP 3 MARCOM ACTIVITIES IN 2013
Which were the most important marketing and
[»] communication activities conducted by your company
in 2013?
Creation 44,36
Strategy 30,08
Media - buying and planning 20,60
Digital 16,54
PR and Corporate communication 12,48
Social Media 10,98
Branding & Naming 9,62
B2B Marketing 6,77
Direct Marketing 6,47
Search Engine Marketing (SEO, CPC) 5,11
Shopper/Trade Marketing 4,06
Mobile marketing 1,35
Other 3,76
0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00
*N=133, spontaneous top 3 answersGP2.2. ALL MARCOM ACTIVITIES IN 2013
Which of the following marketing and
[»] communication activities were implemented by your
company in 2013?
Creation 80,5
Strategy 68,4
Digital 64,7
Social media 59,4
Media - buying and planning 54,9
PR and Corporate communication 50,4
Branding & Naming 39,1
Marketing direct 38,3
B2B Marketing 36,1
Search Engine Marketing (SEO, CPC) 34,6
Shopper/Trade Marketing 30,1
Mobile marketing 24,1
Other 9,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answers
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A1.1. ATL AGENCIES AWARENESS – TOP OF MIND
Which is the advertising agency that you can think of
[»]
at this moment?
BV McCann Erickson 18,0
Leo Burnett & Target 15,0
Ogilvy 7,5
Saatchi & Saatchi 7,5
Publicis 6,8
DDB Bucuresti 6,8
Graffiti/BBDO 6,8
GMP Advertising 6,0
Lowe & Partners 3,0
CAP 3,0
JWT Cohn & Jansen 2,3
23 Communication Ideas 1,5
Tempo Advertising 1,5
Propaganda 0,8
Headvertising 0,8
Next Advertising 0,8
TBWA Bucuresti 0,8
Friends 0,0
Generic Audiovizual (GAV) 0,0
Geometry Global 0,0
HAVAS Worldwide 0,0
Papaya Advertising 0,0
Other 11,3
0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0
*N=133, spontaneous single answerAgencies mentioned under the “other” category:
DAESCU BORTUN OLTEANU LIGHT MEDIA
DECORPORATE SENIOR INTERACTIV
DRAFT FCB THE GEEKS
ERKA PROMOTIONS THE GROUP
FUNNY ADVERTISING THE PRACTICE
GAVRILA SI ASOCIATII WOPA
JAZZ COMMUNICATION WUNDERMAN
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A1.2. ATL AGENCIES ALL UNPROMPTED AWARENESS
What other advertising agencies do you know or
[»]
heard of?
BV McCann Erickson 58,6
Leo Burnett & Target 52,6
Graffiti/BBDO 37,6
Saatchi & Saatchi 36,1
GMP Advertising 32,3
Ogilvy 28,6
Publicis 27,1
Next Advertising 21,1
Propaganda 15,8
Lowe & Partners 15,0
DDB Bucuresti 13,5
Tempo Advertising 12,0
CAP 10,5
Headvertising 9,0
Friends 9,0
JWT Cohn & Jansen 9,0
Papaya Advertising 6,0
Geometry Global 6,0
TBWA Bucuresti 5,3
23 Communication Ideas 5,3
HAVAS Worldwide 4,5
Generic Audiovizual (GAV) 1,5
Other 37,6
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, spontaneous multiple answersAgencies mentioned under the “other” category:
ADDV INITIATIVE MEDIA
ADVANCE IDEAS INITIATIVES
ADVENTURES MERCURY 360
ARSENOAIEI & MATASEL PASTEL
BABEL COMMUNICATION PHD
BAD CAT PRESAGE
BLOOM COMMUNICATION REPUBLIKA
BRAND FUSIONS ROGALSKY PR
BRIDGE COMMUNICATION RUSU BOTUN
CSR AGENCY SENIORHYPER
DC COMMUNICATION SPOON
DRAFT FCB THE GEEKS
ECHIPA DE PR THE GROUP
GAVRILA SI ASOCIATII THE PRACTICE
GOLINHARRIS THE SECRET SERVICE
HIPPOS WUNDERMAN
ILEO ZENITH
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A1.3. ADVERTISING AGENCIES RECOGNITION
Which of the following advertising agencies do you
[»]
know or heard of?
*N=133, closed multiple answersU1. EMPLOYED AGENCIES
In 2013, with how many advertising agencies did
[»]
your company worked with?
two 28,6
one 27,1
more than 3 24,1
three 20,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed single answer
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U2.1. IMPORTANT MARCOM ACTIVITIES IN 2013
Please chose from the following marketing and
[»] communication activities, which were the most
important in 2013 for your business?
Creation 61,74
Strategy 55,56
Digital communication overall (Social Media, Mobile
40,41
Marketing, Search Engine Marketing etc.)
Events/ Direct Marketing 29,66
PR and Corporate Communication 26,25
Shopper Marketing/Trade 15,95
Other 7,62
0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00
*N=133, closed rankingU2.2. 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?
Strategy 59,65
Creation 56,10
Digital communication overall (Social Media, Mobile
41,99
Marketing, Search Engine Marketing etc.)
PR and Corporate Communication 28,78
Events/ Direct Marketing 27,60
Shopper Marketing/Trade 17,30
Other 7,10
0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00
*N=133, closed ranking
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U2.3. MARCOM BUDGET SHARE IN 2013
What was the share for every marketing and
[»]
communication activity conducted in 2013?
Creation 19,94
Digital communication overall (Social Media, Mobile
18,00
Marketing, Search Engine Marketing etc.)
Events/ Direct Marketing 17,75
Strategy 16,66
PR and Corporate Communication 10,58
Shopper Marketing/Trade 9,73
Other 7,34
0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00
*N=133, open percentage answers adding up to 100%U3. ADVERTISING NEEDS
Which of the following sentences describe best the
[»] way your company prefers to cover its’ advertising
needs?
working with more than one advertising agencies
52,6
specialized in particular areas
working with a single advertising agency 40,6
working with an external consultant/ freelancer 12,0
assigning for each brand different agencies 12,0
developing an in-house department 11,3
working with an agency from outside the country 6,0
DK/NA 3,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answers
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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??
Digital communication overall (Social Media, Mobile
65,4
Marketing, Search Engine Marketing etc.)
Media planning and buying 53,4
Events/ Direct Marketing 39,8
Strategy and Creation 38,3
Branding Consultancy 33,1
Shopper Marketing/Trade 32,3
Other 0,8
DK/NA 2,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answersU5. EMPLOYED AGENCIES
Please name the advertising agency your company
[»]
worked with in 2013
BV McCann Erickson 17,3
Leo Burnett & Target 16,5
Publicis 15,0
Graffiti/BBDO 11,3
DDB Bucuresti 10,5
Saatchi & Saatchi 10,5
GMP Advertising 9,8
Ogilvy 9,0
JWT Cohn & Jansen 8,3
Next Advertising 6,8
Lowe & Partners 6,0
Tempo Advertising 6,0
23 Communication Ideas 5,3
Propaganda 3,8
Friends 3,0
Geometry Global 3,0
TBWA Bucuresti 2,3
HAVAS Worldwide 1,5
Headvertising 1,5
CAP 1,5
Generic Audiovizual (GAV) 1,5
Papaya Advertising 1,5
Other 54,1
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answer
22 www.ddresearch.ro23 www.ddresearch.ro Agencies mentioned under the “other” category: ACTIVE PROMOTIONS GOLINHARRIS PROSPERO AD PRINT GRAYLING REPUBLIKA ADVANCE IDEAS GREY RUSU BORTUN ARSENOAIEI & MATASEL ILEO SENIORHYPER BRAND FUSION IMAGE PR SMART IDEA BUSINESS BRANDFEST INITIATIVES RESULTS BRANDIENT JAZZ SMART POINT KEIL AUSTRIA GMBH KALEIDOSCOPE SPOON DECORPORATE KINEKTO THE GEEKS DIGITAL STAR LIVADA THE GROUP DRAFT FCB LUNA THE PRACTICE ERKA MARKETING MATERS TOTAL BRANDING EYE PR MERCURY 360 WOPA FOSS ADVERTISING MSPS WUNDERMAN FUNNY ADVERTISING NAKED & JONES YOU FIRST GAVRILA SI ASOCIATII PR STEPS COMMUNICATION
PE1. MARCOM BUDGET
In 2013, what was the budget for advertising and
[»]
communication activities?
< 50.000 € 10,5
50.000-100.000 € 13,5
100.000-300.000 € 21,1
300.000-500.000 € 8,3
> 500.000 € 35,3
DK/NA 11,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed single answer
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PE2. MARCOM BUDGET EVOLUTION IN 2014
As compared with 2013, how do you assess the
[»]
advertising budget will evolve in 2014?
Will increase 35,3
Will decrease 20,3
Don't know/can't apreciate 27,1
Will remain the same 17,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed single answerPE2.1. MARCOM BUDGET ESTIMATED EVOLUTIONS
Please give an estimated percentage of how much
[»]
you assess the advertising budget increase in 2014?
Will Decrease Will Increase
Less than 10% 14,8 25,5 Less than 10%
Between 10% and 20% 48,1 23,4 Between 10% and 20%
Between 20% and 30% 3,7 25,5 Between 20% and 30%
Between 30% and 40% 2,1 Between 30% and 40%
Between 40% and 50% Between 40% and 50%
Between 50% and
18,5 14,9 Between 50% and 100%
100%
100% 4,3 100%
*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
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PE3. TYPES OF REMUNERATION
Which of the following forms of remuneration for the
[»] employed advertising agencies, were adopted by your
company in 2013?
A constant monthly fee/flat fee 51,1
A flat fee per project 39,1
A fee based on rate hour 26,3
Success fee 18,8
Percentage of all communication budget 9,8
Else 1,5
DK/NA 3,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answersS1. MOST IMPORTANT SPECIALIZED SERVICES IN 2014
Which of the services provided to you by the
[»] advertising agency you think will be most important /
relevant for your company in 2014?
Creative services 59,4
Strategy services 57,9
Digital 33,8
Media buying and planning 11,3
Social Media 9,0
PR 8,3
Special events 7,5
Integration of ideas / executions 6,0
Client service 4,5
Implementation 4,5
Branding 3,0
Trade marketing 3,0
Others (< 3 options each) 15,8
DK/NA 6,0
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, spontaneous open answers
28 www.ddresearch.ro29 www.ddresearch.ro Most important services mentioned under the “others” category: Costs and budgets Direct marketing Shopper marketing Business acquisition Brand activation Outdoor consultancy Gameification Understanding the consumer Project coordination Meeting the deadlines
S2. AREAS OF IMPROVEMENT
In which areas do you consider the advertising
[»] agency your company worked with in 2013 should
improve?
Creation 29,3
Digital 18,8
Strategy 12,8
Client service 7,5
Costs and budgets 6,8
Meeting deadlines and reaction times 6,0
Involvement / Responsibility 6,0
Media - buying and planning 5,3
Knowledge of business and consumer 4,5
Events 3,8
Research 3,0
Shopper marketing 3,0
Others (< 3 options each) 17,3
DK/NA 21,1
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, spontaneous open answers
30 www.ddresearch.ro31 www.ddresearch.ro 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
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?
Publicis 76,56
BV McCann Erickson 75,00
Leo Burnett & Target 73,86
Ogilvy 72,73
DDB Bucuresti 71,43
Graffiti/BBDO 71,15
Saatchi & Saatchi 70,83
0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00
* 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
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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?
We continued the relationship with the agency we've
63,9
worked with in 2012
We organised auction / selection / pitch 33,1
The decision belonged in affiliation with
15,0
international network
We took into account the recommendations from
9,0
business partners/friends
We contacted an agency chosen based on previous
7,5
campaigns/successful case study de succes
We were contacted directly by agencies who made
4,5
presentations
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answersL3. TOP CRITERIA ASSESSMENT OF ADVERTISING AGENCIES
Which of the following criteria are important when
[»]
assessing an advertising agency?
Strategic skills/The ability to understand consumer behaviour 66,6
Creative skills 57,4
Prices that meets the market situation 11,9
Previous experience with the agency/Ease of collaboration 10,1
The ability to accomplish complex projects 9,6
Digital skills 6,1
Previous projects/campaigns of the agency 5,8
The presence in the agency of key people, appreciated by being digital … 5,5
Credentials 2,3
Prizes/Awards ceremony performance 0,9
High rank in specialized awards 0,8
Informations/recommendations for business partners/friends 0,8
Others 2,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed top 3 answers
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L4.1. TOP 3 STRENGTHS EMPLOYED ADVERTISING AGENCY
What are the top 3 strengths of the advertising
[»]
agency you worked with in 2013?
BV McCann Erickson
Creative competences
80,0
70,0
60,0
50,0
40,0
High proactivity / 30,0
Strategic competencies
enthusiastic 20,0
10,0
0,0
Capacity to implement
Good costs
"cool" projects
*N=7 participants that assessed the company, open top 3 answers
*strengths are spontaneously mentioned; values are percentages out of NL4.2. TOP 3 STRENGTHS EMPLOYED ADVETISING AGENCY
What are the top 3 strengths of the advertising
[»]
agency you worked with in 2013?
DDB Bucuresti
Creative competences
80,0
High know how / very Prompt / fast / meeting
70,0
knowledgeable deadlines
60,0
50,0
Capacity to implement 40,0
Strategic competencies
"cool" projects 30,0
20,0
10,0
0,0
Good client service High flexibility
Team of professionals Good costs
High proactivity /
Very experienced
enthusiastic
*N=12 participants that assessed the company, open top 3 answers
*strengths are spontaneously mentioned; values are percentages out of N
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L4.3. TOP 3 STRENGTHS EMPLOYED ADVERTISING AGENCY
What are the top 3 strengths of the advertising
[»]
agency you worked with in 2013?
Graffiti/BBDO
Creative competences
80,0
70,0
60,0
Knowledge on the client /
50,0 Strategic competencies
brand / products
40,0
30,0
20,0
10,0
0,0
Prompt / fast / meeting
Good client service
deadlines
High proactivity /
High flexibility
enthusiastic
*N=8 participants that assessed the company, open top 3 answers
*strengths are spontaneously mentioned; values are percentages out of NL4.4. TOP 3 STRENGTHS EMPLOYED ADVERTISING AGENCY
What are the top 3 strengths of the advertising
[»]
agency you worked with in 2013?
Leo Burnett & Target
Strategic competencies
80,0
Very experienced 70,0 Good client service
60,0
50,0
40,0
High proactivity / 30,0
Creative competences
enthusiastic 20,0
10,0
0,0
Knowledge on the client /
High flexibility
brand / products
Capacity to implement Prompt / fast / meeting
"cool" projects deadlines
Team of professionals
*N=15 participants that assessed the company, open top 3 answers
*strengths are spontaneously mentioned; values are percentages out of N
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L4.5. TOP 3 STRENGTHS EMPLOYED ADVERTISING AGENCY
What are the top 3 strengths of the advertising
[»]
agency you worked with in 2013?
Ogilvy
Creative competences
80,0
70,0
Very experienced Good client service
60,0
50,0
40,0
30,0
Prompt / fast / meeting 20,0
Strategic competencies
deadlines 10,0
0,0
Good costs High flexibility
Capacity to implement High know how / very
"cool" projects knowledgeable
*N=8 participants that assessed the company, open top 3 answers
*strengths are spontaneously mentioned; values are percentages out of NL4.6. TOP 3 STRENGTHS EMPLOYED ADVERTISING AGENCY
What are the top 3 strengths of the advertising
[»]
agency you worked with in 2013?
Publicis
Creative competences
80,0
70,0
Very experienced Strategic competencies
60,0
50,0
40,0
30,0
Knowledge on the client / 20,0 Capacity to implement
brand / products 10,0 "cool" projects
0,0
Good costs Team of professionals
Prompt / fast / meeting
Good client service
deadlines
*N=12 participants that assessed the company, open top 3 answers
*strengths are spontaneously mentioned; values are percentages out of N
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L4.7. TOP 3 STRENGTHS EMPLOYED ADVERTISING AGENCY
What are the top 3 strengths of the advertising
[»]
agency you worked with in 2013?
Saatchi & Saatchi
Strategic competencies
80,0
Knowledge on the client /
Very experienced 70,0
brand / products
60,0
50,0
Prompt / fast / meeting 40,0
Good client service
deadlines 30,0
20,0
10,0
0,0
High proactivity /
Creative competences
enthusiastic
Good costs High flexibility
Capacity to implement
Team of professionals
"cool" projects
*N=9 participants that assessed the company, open top 3 answers
*strengths are spontaneously mentioned; values are percentages out of NL5.1. TOP 3 WEAKNESSES EMPLOYED ADVERTISING AGENCY
What are the top 3 weaknesses of the advertising
[»]
agency you worked the most in 2013?
BV McCann Erickson
Poor digital competences
80,0
70,0
60,0
50,0
40,0
30,0
20,0
10,0
Slow reaction times / failing
Poor costs and budgets 0,0
some of the deadlines
Poor proactivity
*N=7 participants that assessed the company, open top 3 answers
*weaknesses are spontaneously mentioned; values are percentages out of N
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L5.2. TOP 3 WEAKNESSES EMPLOYED ADVERTISING AGENCY
What are the top 3 weaknesses of the advertising
[»]
agency you worked the most in 2013?
DDB Bucuresti
Poor creative competences
80,0
70,0
Team instability 60,0 Poor costs and budgets
50,0
40,0
30,0
20,0
10,0
Poor proactivity 0,0 Poor client service
Poor knowledge on the
Poor strategic competences
client / brand / products
Poor digital competences
*N=12 participants that assessed the company, open top 3 answers
*weaknesses are spontaneously mentioned; values are percentages out of NL5.3. TOP 3 WEAKNESSES EMPLOYED ADVERTISING AGENCY
What are the top 3 weaknesses of the advertising
[»]
agency you worked the most in 2013?
Graffiti/BBDO
Poor creative competences
80,0
70,0
60,0
50,0
40,0
30,0
Poor proactivity Poor digital competences
20,0
10,0
0,0
Slow reaction times / failing
Poor costs and budgets
some of the deadlines
*N=8 participants that assessed the company, open top 3 answers
*weaknesses are spontaneously mentioned; values are percentages out of N
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L5.4. TOP 3 WEAKNESSES EMPLOYED ADVERTISING AGENCY
What are the top 3 weaknesses of the advertising
[»]
agency you worked the most in 2013?
Leo Burnett & Target
Poor costs and budgets
80,0
70,0
60,0
50,0
40,0
30,0
20,0
10,0
Team instability 0,0 Poor creative competences
Poor digital competences
*N=15 participants that assessed the company, open top 3 answers
*weaknesses are spontaneously mentioned; values are percentages out of NL5.5. TOP 3 WEAKNESSES EMPLOYED ADVERTISING AGENCY
What are the top 3 weaknesses of the advertising
[»]
agency you worked the most in 2013?
Ogilvy
Poor creative competences
80,0
70,0
60,0
50,0
Poor knowledge on the
40,0 Poor costs and budgets
client / brand / products
30,0
20,0
10,0
0,0
Slow reaction times / failing
Poor client service
some of the deadlines
Poor digital competences
*N=8 participants that assessed the company, open top 3 answers
*weaknesses are spontaneously mentioned; values are percentages out of N
46 www.ddresearch.ro47 www.ddresearch.ro
L5.6. TOP 3 WEAKNESSES EMPLOYED ADVERTISING AGENCY
What are the top 3 weaknesses of the advertising
[»]
agency you worked the most in 2013?
Publicis
Poor creative competences
80,0
70,0
Not enough resources for
60,0 Poor digital competences
our needs
50,0
40,0
30,0
20,0
10,0
Poor knowledge on the
0,0 Poor costs and budgets
client / brand / products
Slow reaction times / failing
Poor client service
some of the deadlines
Poor strategic competences
*N=12 participants that assessed the company, open top 3 answers
*weaknesses are spontaneously mentioned; values are percentages out of NL5.7. TOP 3 WEAKNESSES EMPLOYED ADVERTISING AGENCY
What are the top 3 weaknesses of the advertising
[»]
agency you worked the most in 2013?
Saatchi & Saatchi
Poor creative competences
80,0
70,0
60,0
50,0
40,0
30,0
Poor proactivity Poor costs and budgets
20,0
10,0
0,0
Slow reaction times / failing
Team instability
some of the deadlines
*N=9 participants that assessed the company, open top 3 answers
*weaknesses are spontaneously mentioned; values are percentages out of N
48 www.ddresearch.ro49 www.ddresearch.ro
L6. INTENTION TO SWITCH THE ADVERTISING AGENCY
In 2014 do you intent to change the advertising
[»]
agency you worked with in 2013?
Certanly Yes 8,3
Yes, probably 13,5
No, probably 34,6
Certanly No 38,3
DK/NA 5,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed single answerL7. TOP 3 REASONS TO END THE COLLABORATION
What are the top 3 reasons if you were to end the
[»]
relationship with an advertising agency?
Lack of creativity 34,5
Insufficient knowledge of consumer's behaviour/lack of quality… 34,5
Lack of excelence in craft 27,6
High prices/not in keeping with the market situation 27,6
Failure to comply with deadlines 17,2
Lack of skills needed to implement larger projects 17,2
Insufficient capacity to design integrated campaigns (cross media) 17,2
Unable to understand the digital media (internet, social media, … 13,8
International/Network decision 10,3
Client service incompatibility/We didn't had a good collaboration 6,9
Simplifying the work process in our company (all … 6,9
Unattractive credentials 3,4
Others 17,2
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=29, participants responding “yes” or “probably yes” to the previous question, open top 3 answers
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L8. STRONGEST PITCH REFERENCE COMPANIES
In case of a new pitch, I would like to compare the
[»]
following advertising agencies
BV McCann Erickson 33,8
Leo Burnett & Target 26,3
Graffiti/BBDO 18,0
GMP Advertising 14,3
Propaganda 14,3
Saatchi & Saatchi 12,8
Publicis 11,3
Next Advertising 8,3
CAP 7,5
Ogilvy 6,8
Lowe & Partners 5,3
23 Communication Ideas 4,5
Headvertising 4,5
DDB Bucuresti 3,8
Papaya Advertising 3,8
Friends 3,0
JWT Cohn & Jansen 3,0
Tempo Advertising 2,3
Others (< 3 options each) 16,5
DK/NA 16,5
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, open multiple answersAgencies 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
52 www.ddresearch.ro53 www.ddresearch.ro
L9. REASON WHY (PREVIOUS QUESTION)
[»] Please briefly explain your choice
High creativity 18,0
The had successful campaigns 17,3
Good previous experience 11,3
Well known agency / Good reputation 6,8
Just for benchmarking, to see other proposals 5,3
They are highly recommended 2,3
They are part of the global network 1,5
They are highly proactive 1,5
Others (< 2 options each) 9,8
DK/NA 26,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, open multiple answersReasons 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
54 www.ddresearch.ro55 www.ddresearch.ro
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?
Very little extent 26,3
Small extent 19,5
Not little, nor high 33,8
Great extent 18,8
Very great extent 0,8
DK/NA 0,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
* N=133, five point Likert type scale: 1 low influence … 5 high influenceAA2. MOST RELEVANT AWARDS
From your point of view, which are the most relevant
[»]
awards when assessing an advertising agency?
Effie 78,2
Cannes Lions 57,9
Golden Drum (Portoroz) 36,8
AdOr 25,6
AdPrint 8,3
Epica 3,8
Eurobest 2,3
Other 0,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answers
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AG1. MOST CREATIVE ADVERTISING AGENCY
In your opinion, which are the most creative
[»]
advertising agencies?
BV McCann Erickson 39,8
Leo Burnett & Target 31,6
GMP Advertising 23,3
Graffiti/BBDO 15,0
Propaganda 17,3
23 Communication Ideas 17,3
CAP 15,0
Publicis 15,8
Papaya Advertising 13,5
Next Advertising 9,0
Ogilvy 9,0
Headvertising 9,0
Saatchi & Saatchi 7,5
Friends 6,0
DDB Bucuresti 5,3
Tempo Advertising 5,3
JWT Cohn & Jansen 3,8
Lowe & Partners 1,5
Generic Audiovizual (GAV) 0,8
HAVAS Worldwide 0,8
Geometry Global 0,0
TBWA Bucuresti 0,0
Other 9,0
DK/NA 9,0
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answersAgencies mentioned under the “other” category”:
ARSENOAIEI & MATASEL
BAD CAT
BRANDS&BEARS
CREATIVE
DAESCU BORTUN OLTEANU
ECHIPA DE PR
GAVRILA SI ASOCIATII
GOLIN HARRIS
MEDIA CONCEPT STORE
PROXIMITY
THE GEEKS
THE GROUP
THE PRACTICE
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AG2. BEST STRATEGIC ADVERTISING AGENCY
In your opinion, which are the best advertising
[»]
agencies when it comes to strategy?
BV McCann Erickson 39,1
Leo Burnett & Target 38,3
Graffiti/BBDO 18,0
GMP Advertising 14,3
Saatchi & Saatchi 15,0
Publicis 14,3
Ogilvy 6,8
DDB Bucuresti 6,8
Propaganda 8,3
23 Communication Ideas 6,0
Next Advertising 4,5
CAP 3,0
Tempo Advertising 3,8
Lowe & Partners 3,0
JWT Cohn & Jansen 2,3
Papaya Advertising 1,5
Friends 0,8
Geometry Global 0,8
Headvertising 0,8
TBWA Bucuresti 0,8
Generic Audiovizual (GAV) 0,0
HAVAS Worldwide 0,0
Other 12,0
DK/NA 9,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answersAgencies mentioned under the “other” category”:
ARSENOAIEI & MATASEL
BRANDIENT
BRIDGE COMUNICATION
CREATIVE
DRAFT FCB
GAVRILA SI ASOCIATII
GOLIN HARRIS
MARKS
MEDIA CONCEPT STORE
OMD
RUSU BORŢUN
THE GEEKS
THE GROUP
60 www.ddresearch.ro61 www.ddresearch.ro
AG3. BEST ADVERTISING AGENCY WITH DIGITAL SKILLS
In your opinion, which advertising agencies have the
[»]
best digital skills?
Leo Burnett & Target 34,6
BV McCann Erickson 28,6
Graffiti/BBDO 12,8
GMP Advertising 12,8
Publicis 8,3
Lowe & Partners 6,8
Propaganda 6,8
Ogilvy 6,0
DDB Bucuresti 6,0
Saatchi & Saatchi 6,0
Next Advertising 4,5
Tempo Advertising 3,0
JWT Cohn & Jansen 2,3
23 Communication Ideas 1,5
Friends 1,5
TBWA Bucuresti 1,5
CAP 0,8
HAVAS Worldwide 0,8
Papaya Advertising 0,8
Generic Audiovizual (GAV) 0,0
Geometry Global 0,0
Headvertising 0,0
Other 12,0
DK/NA 18,0
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answersAgencies mentioned under the “other” category”:
BUSINESS RESULTS
CREATIVE
CREATIVE LUGGAGE
DIGITAL STAR
GOLINHARRIS
KONDIMENT
KUBIS
MSPS
PROXIMITY
REPUBLIKA
RUSU BORŢUN
SMART IDEA
SUPER PUNK (MEDIACAFE)
THE GEEKS
THINK DIGITAL
WEBSTYLER
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AG4. BEST ADVERITISNG AGENCY AT SOCIAL MEDIA
In your opinion, which are the best advertising
[»]
agencies at social media?
Leo Burnett & Target 29,3
BV McCann Erickson 24,8
Graffiti/BBDO 8,3
Publicis 10,5
GMP Advertising 9,0
Ogilvy 4,5
Tempo Advertising 5,3
Propaganda 4,5
Saatchi & Saatchi 4,5
Next Advertising 4,5
Lowe & Partners 3,8
CAP 3,0
DDB Bucuresti 3,8
Friends 3,0
23 Communication Ideas 1,5
JWT Cohn & Jansen 1,5
Papaya Advertising 0,8
Geometry Global 0,0
HAVAS Worldwide 0,8
TBWA Bucuresti 0,8
Generic Audiovizual (GAV) 0,0
Headvertising 0,0
Other 13,5
DK/NA 22,6
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answersAgencies mentioned under the “other” category”:
CREATIVE
CREATIVE LUGGAGE
ECHIPA DE PR
ERKA
GOLINHARRIS
INTERACTIONS
KUBIS
MEDIA INVERSTMENT
MSPS
PROXIMITY
REPUBLIKA
THE GEEKS
THE PRACTICE
THE SECRET SERVICE
THINK DIGITAL
WEBSTYLER
ZENITH
64 www.ddresearch.ro65 www.ddresearch.ro
AG5. BEST CS/PM ADVERTISING AGENCY
In your opinion, which are the best advertising
[»]
agencies in client service / project management?
BV McCann Erickson 29,3
Leo Burnett & Target 26,3
Graffiti/BBDO 18,8
Publicis 18,0
GMP Advertising 12,8
Saatchi & Saatchi 12,8
Ogilvy 12,0
DDB Bucuresti 9,8
Propaganda 6,8
Lowe & Partners 5,3
Next Advertising 5,3
23 Communication Ideas 4,5
Tempo Advertising 3,8
CAP 3,0
Friends 3,0
JWT Cohn & Jansen 2,3
TBWA Bucuresti 2,3
Papaya Advertising 2,3
Headvertising 1,5
HAVAS Worldwide 0,8
Geometry Global 0,0
Generic Audiovizual (GAV) 0,0
Other 11,3
DK/NA 10,5
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answersAgencies mentioned under the “other” category”:
BAD CAT
BUSINESS RESULTS
CREATIVE
THE CSR AGENCY
DAESCU BORTUN OLTEANU
DRAFT FCB
ERKA
GOLINHARRIS
JAZZ
PROSPERO
RUSU BORŢUN
SMART IDEA
THE GEEKS
THE GROUP
THE PRACTICE
THE SECRET SERVICE
THINK DIGITAL
66 www.ddresearch.ro67 www.ddresearch.ro
AG6. BEST EXCELLENCE IN CRAFT ADVERTISING AGENCY
In your opinion, which are the best advertising
[»]
agencies when it comes to excellence in craft?
BV McCann Erickson 37,6
Leo Burnett & Target 24,1
Graffiti/BBDO 15,0
GMP Advertising 12,8
Publicis 14,3
Saatchi & Saatchi 11,3
Next Advertising 6,8
CAP 6,8
Propaganda 6,8
23 Communication Ideas 4,5
Ogilvy 6,0
DDB Bucuresti 4,5
JWT Cohn & Jansen 3,8
Lowe & Partners 3,0
Papaya Advertising 3,8
Tempo Advertising 3,8
Friends 1,5
Headvertising 1,5
TBWA Bucuresti 1,5
Geometry Global 0,8
Generic Audiovizual (GAV) 0,0
HAVAS Worldwide 0,0
Other 6,8
DK/NA 18,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answersAgencies mentioned under the “other” category”:
BAD CAT
CREATIVE
GAVRILA SI ASOCIATII
MARKS
PROSPERO
SMART IDEA
THE GEEKS
THE GROUP
THE PRACTICE
WAVE
68 www.ddresearch.ro69 www.ddresearch.ro
AG7. BEST ADVERTISING AGENCY AT B2B MARKETING
In your opinion, which are the best advertising
[»]
agencies in b2b marketing?
BV McCann Erickson 11,3
Leo Burnett & Target 11,3
Graffiti/BBDO 6,0
Publicis 6,8
Lowe & Partners 3,8
Saatchi & Saatchi 4,5
GMP Advertising 5,3
Ogilvy 3,0
CAP 2,3
DDB Bucuresti 2,3
JWT Cohn & Jansen 2,3
Propaganda 1,5
Tempo Advertising 2,3
23 Communication Ideas 1,5
Friends 1,5
Next Advertising 0,8
Geometry Global 0,0
HAVAS Worldwide 0,8
Headvertising 0,8
Papaya Advertising 0,8
Generic Audiovizual (GAV) 0,0
TBWA Bucuresti 0,0
Other 5,3
DK/NA 51,9
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed multiple answersAgencies mentioned under the “other” category”:
CREATIVE
CSR AGENCY
DAESCU BORTUN OLTEANU
DRAFT FCB
MARKS
MORE THAN PUB
THE GROUP
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AG8. MOST LIKED 2013 ADVERTISING CAMPAIGN
Which was your favorite advertising campaign (local
[»]
or international) aired in Romania in 2013?
GANDUL.INFO - Why don't you come over? 14,3
VODAFONE - Ghita the shepherd 9,8
ROM - Bucharest not Budapest 7,5
COCA COLA - Share a coke with 3,0
COSMOTE - Butterfly 2,3
HEINEKEN - The voyage 2,3
ING - Bottomless toy bag 2,3
VODAFONE - Romanian's have initiative 2,3
ROM Authentic 2,3
COVALACT - Too good, too country side 1,5
DEDEMAN - Using lyrics as a way to promote products 1,5
DORNA 1,5
DOVE - Real beauty 1,5
HEINEKEN - 007 1,5
ORANGE - Extended enjoyable moments 1,5
LIDL 1,5
Others (1 options each) 27,1
DK/NA 16,5
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, open single answerOther campaigns mentioned:
HEMOROEASY
HUMANITAS - Blind date with a book
AVON - Celebrity endorsement campaign with ORBIT - Antonio Banderas
Antonia PEGAS - Nation's internet
AXA - Education campaign PEPSI - Summer fun
AXE - Fallen angels PETROM - Andrei's country
BANCA TRANSILVANIA - The male fairy SPRITE - National promotion
DERO'S CAMPAIGN REDBULL - Felix
CIF - Campaign for a clean city RENAULT - Clio
CIUC - Another way to make things ROŞIA MONTANĂ
COCA COLA - Reasons of friendship SAMSUNG - Brand release
COCA-COLA - Christmas balloons SAVE THE CHILDREN - One Republic song
COCA-COLA - Open and enjoy happiness SELGROS - It's Worth It
MILKA - Tender EVIAN - Baby
COSMOTE - Prepay JACOBS - Tasimo
COSMOTE - Christmas campaign with smiley URSUS - New box release
DIGI 24 - Regionalization VODAFONE - The kiss
FARMEC, NUFARUL & TRIUMF VODAFONE Relaunch
GROLSCH - Experience hotel WORLD VISION - Future donors
HEINEKEN ODYSSEY FILM
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AG9. REASON WHY (PREVIOUS QUESTION)
Please explain the reasons that led you to chose this
[»]
campaign
Very creative 15,8
Very memorable 6,8
Very amusing 6,0
It went viral 6,0
High impact 5,3
Emotionally charged campaign 4,5
Novelty 3,8
Excellence in craft 3,8
Very original 3,8
Raised awareness 3,0
Good strategic thinking 3,0
Integrated campaign with best use of digital 3,0
High visibility 3,0
Others (< 2 options each) 88,0
DK/NA 18,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, open multiple answersOther reasons mentioned:
Relevant target reach It reached a new, unexplored target
Very inspired Structured campaign on 2 distinct parts
It was linked to the reality we are faced with, Humanitarian campaign
and proposed solution to it Ability to generate word of mouth
It was different and spectacular Very clear
It came with an answer to a real issue Consistency in communication
Very spontaneous Soundtrack
Act of bravery Very competitive
High engagement The entire communication
Related to everyday life Center positioning the consumer
Very attractive Premature infants
Multiple communication media (various area Very courageous
distribution) Good adjustment for all types of media
They were aggressive without bothering Good brand differentiator
They stayed in the visual memory Direct
Romanian authenticity Optimal timing duration
Indicated very good benefit Very efficient
Good brand fit idea Relevant 360* executions
Well targeted Good media coverage
Strong brand Outstanding campaign made by bbh
Low budget Catchy
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Freshness idea Unconventional
Degree of variability It doesn't bother the consumer with the product
Good idea supported by the results Award-winning
Reaching out of the industry specific territory Unveils a set of natural reactions
Interesting image, the persons matches the First brand used as money
brand Magnetism
Brand image brings happiness Very proactive
Good implementation Consumer powerful reactions
Product innovation Well know reality
Innovative The reality of the story
Powerful insight Celebrity endorsement
CSR and brand integration Global target relevance
Star's participation It was made in a relatively short time
Online-offline integration Interesting change in communication
Understanding consumer behavior Services vs. Product
Direct user interaction The simplicity of the idea
Very interactive Good tagline
Powerful message They are present all the time
I was able to recall old Romanian brands Very insightful
Good weekly strategy, consistency and
structured informationPP1.1. PEOPLE RECOGNITION
Which of the following people working at this moment in advertising agencies
[»]
from Romania, do you know or have you heard of?
Lorand Balint (Boti) 44,4
Mihai Gongu 42,9
Alex Badila 36,8
Stefan Chiritescu 33,1
Carmen Tiderle 30,8
Ema Prisca 27,1
Victor Stroe 27,1
Alexandru Dumitrescu (Tugu) 26,3
Andreea Nemens 24,8
Claudiu Dobrita 24,1
Catalin Dobre 23,3
Dan Şendroiu 21,1
Diana Ceausu 20,3
Mihnea Gheorghiu 20,3
Vali Suciu 20,3
Sebastian Olar 19,5
Ioana Gheorghita 18,8
Andrei Tripsa 17,3
Irina Becher 16,5
Titus Dumitrescu 16,5
Costin Milu 15,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed single answer
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PP1.2. PROFESSIONAL SCALE
On a scale from 1 to 5, to which extent do you agree with the following sentence:
[»]
“He/she is a good professional”
Titus Dumitrescu 89,1
Lorand Balint (Boti) 86,1
Alexandru Dumitrescu (Tugu) 83,6
Mihai Gongu 83,2
Victor Stroe 82,8
Irina Becher 82,4
Sebastian Olar 81,8
Ioana Gheorghita 81,0
Diana Ceausu 80,7
Andreea Nemens 80,6
Catalin Dobre 80,0
Dan Şendroiu 78,3
Ema Prisca 78,1
Costin Milu 76,5
Andrei Tripsa 75,0
Mihnea Gheorghiu 75,0
Stefan Chiritescu 73,1
Vali Suciu 73,0
Carmen Tiderle 69,6
Claudiu Dobrita 68,5
Alex Badila 65,5
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, five point Likert type scale: 1 strongly disagree … 5 totally agreePP1.3. “DESIRABILITY” SCALE
On a scale from 1 to 5, to which extent do you agree with the following sentence:
[»]
“He/she is a person I would like to work with”
Mihai Gongu 82,1
Sebastian Olar 81,9
Titus Dumitrescu 80,6
Lorand Balint (Boti) 80,4
Victor Stroe 79,0
Alexandru Dumitrescu (Tugu) 77,8
Costin Milu 75,0
Irina Becher 75,0
Dan Şendroiu 72,4
Andreea Nemens 71,6
Catalin Dobre 71,6
Andrei Tripsa 70,0
Diana Ceausu 68,1
Claudiu Dobrita 67,9
Ioana Gheorghita 67,1
Stefan Chiritescu 66,1
Ema Prisca 65,2
Mihnea Gheorghiu 62,5
Vali Suciu 62,5
Carmen Tiderle 60,8
Alex Badila 56,1
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, five point Likert type scale: 1 strongly disagree … 5 totally agree
78 www.ddresearch.ro79 www.ddresearch.ro
ID1.PROVENIENCE OF SPENDING COMPANY
[»] Romanian/multinational company
Romanian 26,3
Multinational 73,7
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed single answerID2.TURNOVER
[»] Company’s financial turnover
500.000 – 1.000.000 EUR 3,8
1.000.001 – 5.000.000 EUR 13,5
5.000.001 – 10.000.000 EUR 3,8
10.000.001 – 50.000.000 EUR 27,8
>50.000.000 EUR 46,6
DK/NA 4,5
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed single answer
80 www.ddresearch.ro81 www.ddresearch.ro
ID3. TOTAL ADVERTISING SPENDING
[»] Budget for the entire communication activities
10.000.000 EUR 13,5
DK/NA 6,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed single answerID4.NUMBER OF ACTIVE BRANDS IN ROMANIA
[»] Estimated active brands in Romania
1 35,3
2-3 20,3
4-10 28,6
>11 15,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
*N=133, closed single answer
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ID5.DOMAIN OF ACTIVITY
[»] Company’s area of activity
Alchoolic 6,0
Non-alchoolic 5,3
Beauty 1,5
Home appliances/electronics 3,8
Healthcare/medical 4,5
Travel/tourism 3,0
Media 5,3
Retail 10,5
Telecom/Internet 6,8
Automotive/vehicles 10,5
Financial/insurance 13,5
Fashion&style 2,3
Energy 1,5
Non-commercial/NGO 2,3
FMCG 13,5
Chemicals 0,8
Events 0,8
Heavy industry 1,5
Construction materials 0,8
Radio 0,8
Recicling 0,8
Logistics 0,8
Publishing 0,8
Tobacco 0,8
Educational 0,8
Distribution 0,8
Security 0,8
0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0
*N=133, closed single answerThank you!
For more information, boos or huzzas
please contact:
dan.petre@ddresearch.ro
vlad.tureanu@ddresearch.ro
© D&D Research 2014
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