Welcome to the latest issue of R3LATIONSHIPS MONTHLY - our ongoing email update of trends and insights into the marketing industry
How Mary Meeker Sees the Future of Mobile
According to Mary Meeker's largely anticipated annual internet trends report, the future of mobile might be text-free. Meeker highlighted Gen Z's propensity for communicating via images and the rapid rise of voice interface (Google and Android are already seeing 20% of searches coming from voice) to show that mobile platforms are shifting away from their original purpose of text communication into a new generation of always-on devices that are fully integrated to every aspect of every day life.
Marketers - who Meeker claims are still investing too many advertising dollars in legacy media - will have to prepare themselves for the Snapchat future.
Ogilvy & MediaCom Come Out on Top in Latest New Business League
In our latest global creative new business league table, Ogilvy moves from no. 2 to first place off the back of their Nationwide US win coupled with more business from Unilever UK. Mullen Lowe and VML both jump up one spot to round out the top three.
The media table remains largely unchanged, with Mediacom in first place after winning Bayer Japan an Pinterest UK, among others. GroupM and OMD stay in second and third place, the fastest movers in the league being Havas Media & Vizeum, both jumping up two spots after wins in the UK and Latin America.
Digital Media Now 25.4% of Chinese Marketing Budgets
In the 6th round of our biennial Agency Scope study, we interviewed more than 400 senior marketers in China, analyzing over 700 client-agency relationships. From this in-depth market research, we have identified 10 key trends in the Chinese marketing landscape, benchmarked them against other markets, and provided best practices based the data. Some key highlights from the white paper include:
Digital media takes up 25.% of Chinese marketing budgets
Two thirds of marketers want to work with an integrated agency
The duration of marketer-agency relationships is increasing, now 3.8 years, up from just over 3 years in 2014
Coca-Cola is the most respected company in China for their marketing
R3 is a global marketing consultancy focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world's top twenty global marketers.