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一份有价值、负责任的评估报告,不仅有公正的行业评价,而且应该在纷繁复杂的现象里,梳理出真实而有效的线索,展现并望行业前行的方向与趋势。《C-R3广告代理评估报告》已经运作8年,就如我曾经指出的那样,这不仅是一份广告公司的年度排名榜单,而且反映着广告公司变化的格局,字里行间透露着重要的时代信息。2013年的报告,进一步反映着广告市场规则的变化。从2012年特别是2013年开始,数字化对广告业的影响变得更加彻底、更加深入。也许曾经它可能只是一个工具,但现在它开始影响整个广告市场的规则,进而建立整个市场的新的游戏规则。
A valuable and responsible evaluation report not only provides an impartial assessment of the industry, but also reveals real and effective clues in the complicated phenomena to show and look forward to the direction and trend of the industry. The C-R3 Advertising Agency Evaluation Report has been in operation for eight years. As I have pointed out, this is not only an annual ranking list of advertising agencies, but also reflects the changing pattern of advertising agencies, revealing important times between the lines information. The 2013 report further reflects the changes in the advertising market rules. From 2012, especially in 2013, the impact of digitalization on the advertising industry has become more thorough and deeper. Maybe once it may be just a tool, but now it begins to influence the rules of the entire advertising market, and thus establish new rules of the game throughout the market.