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THE SOURCE 2026

The latest print edition of THE SOURCE 2026 is now officially published. As a premium hardcover volume exceeding 300 pages, THE SOURCE is more than just a visually compelling presentation; it is a highly practical index and reference tool designed for brand owners and marketing professionals. This publication allows you to gain deep insights into the latest marketing trends, shifts in brand-agency relationships, and comprehensive company profiles and contact details for top-tier agencies across all categories.

To purchase, please contact: teriea.lu@r3china.com.

THE SOURCE 2026 is compiled biennially and consists of the following two parts:

Latest Findings from the China AgencyScope Study 2026

China AgencyScope 2026 is co-presented by R3 and SCOPEN. It focuses on developmental trends within the advertising industry and provides an in-depth evaluation of perceptions and performance regarding agencies in China. Interviewees for the 2026 edition included managements responsible for marketing, communications, digital, e-commerce, and media in the China market. To qualify, their companies must have been in a partnership with at least one marketing agency in China by the end of 2025, and the respondents themselves had to be directly involved in agency selection and performance evaluation. In addition to the R3-SCOPEN proprietary database, leading domestic agencies provided their primary client lists to ensure the participation of as many senior brand owners and procurement professionals as possible. Since mid-2025, this study has interviewed 288 senior marketing decision-makers from 212 companies, providing a detailed analysis of 959 authentic client-agency relationships.

Key Research Highlights for 2026:

  • Marketing budget allocation and ROI orientation
  • Evolution of the agency collaboration ecosystem and partnership models
  • Shifts in procurement management and payment models
  • Capability reconstruction driven by AI

Further insights are available in 《The Source 2026》

Directory of 150 Leading Agencies in China

The Source 2026 also encompasses 150 top-tier agencies, spanning major domains such as Creative, Media, Interactive, PR, Activation, E-commerce, MCN, and MarTech. The publication of this premium, 300+ page hardcover book, The Source, in China is destined to become a vital information source and reference for brand owners seeking to understand and evaluate advertising agencies.

The price is 3,500 RMB per copy.
For inquiries, please contact: teriea.lu@r3china.com.