The first agency in Vietnam certified ISO 20252by British Standard Institute
Advertising and PR Trends in 2010
FTA complies ISO 20252
Research design
• FTA has conducted this research once every year for 6 years to furnish marketers, advertising andPR agencies with information related to the trend in advertising and PR in Vietnam.
• N = 150 (though the questionnaire was distributed nation-wide, a majority of the respondentslocates in HCMC)
• Respondents are marketers who used advertising and/or PR service at least once in the last 12months
• The questionnaire is completed online from December 01 – 16, 2009
If you are interested in FTA’s research service or have any question on this research, please contact:
Truong Vu Thuy Loan, Customer Relationship ManagerEmail: [email protected]: 8 3514 2584
We are grateful to 150 respondents who helped us make this research possible.
FTA complies ISO 20252
• FTA has conducted this research once every year for 6 years to furnish marketers, advertising andPR agencies with information related to the trend in advertising and PR in Vietnam.
• N = 150 (though the questionnaire was distributed nation-wide, a majority of the respondentslocates in HCMC)
• Respondents are marketers who used advertising and/or PR service at least once in the last 12months
• The questionnaire is completed online from December 01 – 16, 2009
If you are interested in FTA’s research service or have any question on this research, please contact:
Truong Vu Thuy Loan, Customer Relationship ManagerEmail: [email protected]: 8 3514 2584
We are grateful to 150 respondents who helped us make this research possible.
FTA complies ISO 20252
Research Findings
FTA complies ISO 20252
Advertising agency aided awareness
%Ogilvy & Mather
Saatchi & Saatchi
JWT Vietnam
Dentsu Vietnam
Leo Burnett/ M & T
Lowe Limited
%Golden Advertising
VAC
StormEye
Richard Moore Associates
75
73
54
23
FOREIGN ADVERTISING AGENCY AWARENESS LOCAL ADVERTISING AGENCY AWARENESS
72
68
57
57
55
43
Slide 5
Lowe Limited
Dentsu Alpha
Chuo Senko
Daiko Vietnam
Grey
BBDO
Hakuhodo - SAC
Draft FCB
Y & R Vietnam
Riverorchird
Hong Thuy
New D&N Advertising
DDB
365 Days Advertising
GAPIT
HAKI Advertising
21
20
18
10
7
4
43
39
37
28
20
17
16
12
11
7
%Good understanding of advertising objectives
Unique and creative idea
Insightful understanding of consumer and brand
Highly competent and professional staff
Show effectiveness and meet the objectives
Punctuality in execution
High ability to solve problems
87
87
82
81
75
71
67
It’s obvious that having a good understanding of the client’s advertising objective and creativity are the two mostimportant factors driving the ad agency choice.However, understanding consumer insights is also a very critical driver.
Drivers for choosing an advertising agency
Slide 6
High ability to solve problems
Responsive to client
Strategic and experienced management team
Flexible working style
Prestigious and recommended agency
Ability to provide full-package services
Ability to manage large-scale advertising campaign
Low price
Professional facilities
Multi-national agency
67
67
51
49
36
35
35
29
12
9
PR agency aided awareness
%59
47
42
39
39
31
27
26
Venus
Galaxy
Golden Event
Max Communications
Biz Tequila
T & A
AVC
Hong Thuy
Slide 7
26
23
21
19
13
11
9
9
Hong Thuy
Le Bros
Le Media
Starlit Media Group
Viet Communications
Pioneer
Awareness I.D
Vietgate
%83
82
78
67
57
Good understanding of PR objectives
Unique and creative PR strategy
Having good relationship with the press and government
Highly competent and professional staff
High ability to solve problems
Punctuality in execution
Apart from the basic requirements for a PR agency such as good objective understanding and creative PR strategy, thefact that the agency should have a good relationship with the press and government drives the client’s choice.
Driver for choosing a PR agency
Slide 8
54
54
46
46
31
27
24
8
5
Punctuality in execution
Strategic and crisis controlling ability
Ability to manage large-scale PR campaign
Responsive to client
Flexible working style
Prestigious and recommended agency
Low price
Professional facilities
Multi-national agency
Event and brand activation agency aided awareness
%Golden Event
Biz Tequila
Hong Thuy
AVC Marketing Communications
Max Communications
TCM
Gia Hoa
Focus
46
38
30
29
27
27
25
25
Slide 9
Focus
Galaxy
Starlit Media Group
Activate
MSV
3D Marcom
Le Bros
Le Media
25
21
21
16
16
15
14
13
%86
73
72
69
63
Unique and creative idea
Highly competent and professional staff
Good understanding of client’s need and expectation
Good management, limited issues
Having good relationship with government and news agency
Punctuality in execution
Good creativity gains the highest appreciation from the marketers and followed by the staff’s competence andprofessionalism to ensure flawless execution.
Drivers for choosing an event and brand activation agency
Slide 10
61
53
51
47
41
39
35
30
4
Punctuality in execution
Ability to manage large-scale event, campaign
Strict controllability and experienced management
Insightful understanding of Vietnam market
Responsive to client
Flexible working style
Low price
Prestigious and recommended agency
Multi-national agency
%
Advertising
Event, brand activation
PR
71
71
65
Advertising and activation remain the optimum; marketers use them most often.
Slide 11
Market research
Online marketing, digital marketing
53
52
Advertising31%
PR16%
Marketresearch
10%
It’s a good sign that marketers start focusing on marketing research to minimize the risks in product/branddevelopment and innovation as well as to ensure marketing campaigns gain the most effectiveness.
Advertising remains the biggest portion of the budget pie.
Marketing budget allocated
Slide 12
Advertising31%
Promotion24%
Event & brandactivation
19%
PR16%
73
66
57
Newspaper & magazines
Event and brand activation
TVC
%77
61
49
EFFECTIVE USE CURRENTLY WILL USE
55
63
55
In marketers’ perspective, effective media means include not only traditional mediachannels (TVC or print) but also other consumer touch points which offer a better directapproach to consumers (social network sites/ forum, office building, SMS…). They will usethese activities more in the future.
Slide 13
45
41
33
30
25
18
17
Social networking site, forum
Outdoor advertising
LCD in the building, taxi, etc.
Other sponsor
Game show, talk show, musicshow sponsor
SMS marketing
Radio
35
33
21
17
18
11
11
73
37
42
29
26
35
17
Newspaper and magazines most often read
%
Tuoi Tre
Marketing magazines
Sai Gon Tiep Thi
Thanh Nien
Tiep Thi & Gia Dinh
Kinh Te Sai Gon
Doanh Nhan Cuoi Tuan
84
65
61
58
58
42
39
Slide 14
Doanh Nhan Cuoi Tuan
Nhip Cau Dau Tu
Phong Cach
Thoi Trang Tre
Herworld
Ha Noi Moi
39
34
32
23
19
3
Websites most often accessed
%
Vnexpress.net
Google.com.vn (bao gồm gmail)
Yahoo.com (bao gồm Yahoo! Mail)
Facebook.com
Yahoo messenger
Tuoitreonline.com.vn
Dantri.com.vn
89
83
63
58
58
57
45
Slide 15
Dantri.com.vn
Ngoisao.net
Thanhnienonline.com.vn
Vietnamnet.vn
Zing.vn
Openshare.com.vn
Ttvnonline.com
45
43
36
31
23
16
7
Slide 16