Selecting the Social40 was a systematic quantitative and qualitative internal process at R3. We utilized our own experience with clients such as Unilever, Coca-Cola, Volkswagen, McDonald’s, Samsung, adidas, AB InBev, Walmart, Microsoft, Kimberly Clark and others – along with desk research, marketing studies and analyses.
In the end, we considered over 100 social agencies against four basic criteria.
- Proven on top clients – We wanted agencies that worked with some of the world’s best marketers, supporting them as they grew.
- Proven on their own – While we do have a fair number of social agencies owned by holding companies, in the end, we heavily weighed those independent agencies that had totally found their own way – without the shared clients of other sister agencies.
- Proven on Strategy and Creative – We avoided social execution agencies to instead look at those who are truly leading in thinking and ideas. Big ideas matter in social – and these agencies are delivering.
- Proven Around the World – Although the 40 largest social agencies might all be in the US, Europe and China, we wanted a broader geographic spread, to identify local heroes in new markets where brands may be looking and moving.