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P. 13
RESEARCH, ANALYSIS & TRENDS
The main challenges with agencies included a rapid keting investment. This is likely to be cultural;
turnover in staff with 61% of respondents agreeing or ASEAN is a region of great complexity and little ho-
strongly agreeing with the statement that "our agencies mogeneity. Such rapid changes might reflect the
cannot hold on to their best people". fact that no one ever feels they are fully on top of
the challenges. For example, of the ASEAN market-
Conversely, 63% also agreed or strongly agreed that ers surveyed, just 29% said they were fairly ad-
"there are plenty of very exciting new agency start-ups vanced at generating actionable consumer insights
emerging;" that same churn seems to be creating new compared to 45% of their Latin American counter-
potential agency partners often in emerging areas, such parts.
as social and content where traditional agencies have
not been as quick to adapt. Local agencies are regarded as having a superior un-
derstanding of local business issues compared to inter-
Other topline findings include: national entrants, with 51% of respondents agreeing or
strongly agreeing with this sentiment and just 21% dis-
Most companies are using on average five different agreeing or strongly disagreeing.
tools to measure return on marketing investment
with internal sales data at 79%, brand tracking at The findings are based on a survey of more than 100
74% and media tracking, also at 74%, the most marketers representing 65 companies, which spend in
common. excess of US$54 billion globally. It highlights the chal-
lenges identified by brands to win in a region with a
However, these metrics are hampered by the lack of population of 633m people, double that of the US and
reliable industry data. 58% agreed or strongly 100m more than that of the European Union. ASEAN is
agreed with the statement that "the lack of robust the second-fastest growing economy in Asia after Chi-
media audience data is preventing us from investing na and has expanded 300% since 2001.
more" and 36% agreed or strongly agreed that it
was "impossible to accurately measure ROMI in our The results have been released by the WFA ahead of
market/region". Global Marketer Week, which is being held in Kuala
Lumpur, Malaysia, next week (March 15-18, 2016) and
will be presented as part of an ‘ASEAN Accelerator’
When comparing results against the same survey
from other regions, South East Asian Marketers are panel session during the Global Marketer Conference.◊
less bullish than their Latin American counterparts
when it comes to generating actionable consumer
insights, the capability to deliver effective marketing Source: World Federation of Advertisers (WFA)
solutions and understand return on media and mar-
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