Welcome to Marketing campaign Asia-Pacific’s annual Company Report Playing cards. In our twenty first yr conducting this important business benchmark, we have now once more opted for high quality of analysis over amount of reviews, utilizing each data-driven metrics in addition to an in-depth qualitative evaluation in grading companies.
It means our Company Report Playing cards stay probably the most diligent and complete within the business. It additionally means they’re extremely nuanced – companies are not often all dangerous or all good and our evaluation displays this. The sturdy reviews beneath, accessible solely to Marketing campaign Asia-Pacific members, consider 31 of the highest marcomms company networks in Asia-Pacific.
The Company Report Playing cards can be found to Marketing campaign members solely. |
As in previous years, every report card incorporates an in depth evaluation of the company’s efficiency, with grading in 5 key classes: enterprise, innovation, DEI and sustainability, creativity and effectiveness, and administration. We proceed to incorporate folks initiatives, equivalent to retention, coaching and wellbeing initiatives, below the administration grade, which additionally takes under consideration efficiency in all the opposite areas.
As sustainability points proceed to function extra centrally throughout the business and have gotten extra vital for purchasers, customers and, subsequently, companies as properly, we assigned a 50% weighting to sustainability in its class with DEI this yr, up from 40% final yr.
Particulars in regards to the standards and the grading course of can be found beneath. Additionally, you will discover key data equivalent to every company’s enterprise breakdown, high purchasers, specialisations and experience, and the way the company graded its personal 2023 efficiency.
What’s new in our 2023 reviews?
Stagwell’s media company, Meeting, joined the rankings for the primary time, and Mullenlowe rejoined after being dropped final yr. It ought to be famous that whereas Wunderman Thompson and VMLY&R at the moment are each a part of the merged VML, we continued to grade them individually in 2023 as their merger formally got here into impact in 2024.
Methodologically, not a lot has modified, other than giving sustainability and even break up of the grade in its class with DEI. Our total numeric and letter grade scale is unchanged, making for cleaner comparisons. Observe that the numeric grades given to companies have change into more and more vital in distinguishing efficiency between companies with the identical letter grade. The extra complete our analysis has change into, the rarer it’s for an company to over-or-under-perform in all classes to separate themselves.
The upshot is that many extra scores are nearer collectively, with the overwhelming majority incomes some variation of Bs or Cs. A-range grades are extraordinarily onerous to come back by, and solely have managed this in choose classes. Just one company completed with an total A-.
Consequence developments
When it comes to enterprise local weather, 2023 remained a difficult yr for Asia-Pacific companies however noticed some enchancment over the tougher yr in 2022 marked by workers dislocation and decreased client spending, which carried over into tighter advertising budgets in 2023. But, whereas we noticed probably the most downgrades within the enterprise part in 2022, we noticed enchancment in 2023 as extra companies (11) earned a better grade than a decrease one (8).
Ultimately, simply over half (17 out of 31) companies obtained an upgraded numerical rating this yr, ten of which additionally moved up a letter grade. 9 companies obtained a decrease numerical grade; three maintained their actual rating, and two.
Furthermore, each single grading class resulted in additional upgrades than downgrades. Not surprisingly, the innovation class noticed probably the most positive aspects (14 upgrades versus simply three downgrades) in a yr when AI funding and initiatives ran rampant. All companies sought to use AI to enhance efficiencies, creativity, and shopper outcomes, and media corporations invested in new cookieless options.
Creativity and effectiveness rebounded, and regular manufacturing shoots and in-office ideation returned in 2023. We noticed 11 companies enhance their grades in comparison with 4 that slipped.
The DEI and Sustainability class was probably the most blended, as extra companies levelled off these initiatives after fiercely investing in them post-pandemic. Administration, in the meantime, noticed the least change, with nearly all of companies receiving the identical grades they did final yr.
CRITERIA We assess every company community within the following classes: 1. Enterprise progress: We assess a mix of total income, new-business income (utilizing each reported figures and recorded figures from 2023 in Marketing campaign AI‘s new enterprise company rankings utilizing knowledge from consultancies R3 and COMvergence), natural progress, profitability, shopper wins and losses, and diversification of income. 2. Innovation: A qualitative evaluation of Asia-based initiatives and improvements primarily based on their enhancements to the company, folks, purchasers and business. 3. DEI & Sustainability: We qualitatively assess the diploma of dedication to progress in each of those areas, recognising initiatives at holding group stage however with extra weight given to regional and native initiatives. 4. Creativity & Effectiveness: Compelling and efficient marketing campaign work, judged qualitatively. Regional and international awards recognition is included, with increased weighting given to wins at main exhibits. Work demonstrative of excessive effectiveness for purchasers can also be thought of. 5. Administration: A qualitative evaluation of management efficiency primarily based on the 4 classes above plus different components, equivalent to key regional selections, administration stability, contributions to the business by company leaders, dedication to workers coaching and growth, workers annual turnover, and extra. PROCESS Most companies full a written submission type that asks for particulars throughout all features of the enterprise. Based mostly on this submission, plus intensive impartial analysis and, typically, an hour in dialog with the company’s regional chief(s), Marketing campaign Asia-Pacific‘s senior editors assess every company’s efficiency throughout the 5 grading classes, assigning a grade between 0 and 10 in every class. These level values and their letter-grade equivalents are proven beneath. As soon as the 5 class grades are assigned—and mentioned at size by the editors—a remaining grade is calculated by averaging the 5 grades. The numerical averages first present a extra granular view of how every company has progressed or regressed.
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Previous Company Report Playing cards: 2022 | 2021 | 2020 | 2019 | 2018 | 2017 | 2016 | 2015
(Report Playing cards previous to the 2015 version have been revealed in print solely) |