A marketing team at a leading advertising technology company had difficulties understanding how today’s marketers in Southeast Asia measure advertising effectiveness across different segments. The team also sought to differentiate their advertising offerings from key competitors.

GLG ran a survey of 240 decision makers — 120 from top advertisers and 120 from advertising agencies supporting top advertisers — across four focus markets: Malaysia, the Philippines, Vietnam, and Pakistan.

The GLG advisor, a former management consultant, analyzed the survey data and produced a final report outlining the key findings before briefing the client. The entire project was completed in under two months.

Using the survey findings, the client adapted its offerings in these key markets and adjusted spending across advertising categories. It then decided to run the survey biannually to include more respondents and markets.