Rather than suppliers of raw data, research agencies want to become long-term strategic advisors to brands. But, at the same time, they are under increasing pressure to supply insight that can be instantly injected into business plans. Our latest leagues show which agencies are best placed to succeed.
The traditional roles of field marketing agencies - product sampling and data-based merchandising - have evolved in recent times to embrace experiential and events activity. Now, some claim experiential agencies are moving into the territory occupied by sales promotion specialists.
As marketers feel the squeeze, digital agencies are bullish about their prospects, with advertising up 38% year on year to reach £2.8bn in 2007, according to the latest figures from the Internet Advertising Bureau (IAB). But the industry is not without its critics, who claim online investment must be...
Procter & Gamble has upped its advertising spend nearly 13% to remain the UK's biggest spender on above-the-line advertising.
With growth of £234m in two years, the industry is in rude health, as brands release the opportunity to talk directly to consumers in a compelling editorial environment across various media.
Gordon Ramsay's commercial prospects are likely not be affected by recent allegations that the chef has been cheating on his wife according to members of the public interviewed in the latest Brand Republic video -- watch it now.
The combination of an economic downturn, cheaper direct marketing channels and pressure from the green lobby has led to a 6% drop in direct mail spend, but while brands are getting better at targeting the right people, the industry still has a long way to go before it sheds its 'junk mail' tag.
The BNP membership leak has provoked a mixed response from people interviewed in the latest Brand Republic video with some saying members should lose their jobs -- watch it now.
Pepsi has unveiled a new logo as part of a £700m global brand make-over but what do the public think about it? Here you can see a short video on the public's opinion of the new logo and whether they prefer it to the old one.
Despite a difficult climate, digital marketing continues to record impressive growth as other media struggle, and agencies with broad skill bases and good ideas look set to prosper. By Becky Charles
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