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Mailings are under pressure, but opportunities in digital and data are buoying the direct industry. Amanda Nottage and David Tiltman report.
LONDON - In the past 12 months there has been an acceleration in the shift in focus by direct marketing agencies from mail to digital work, according to Marketing's exclusive league table of direct marketing agencies.
Campaign's weekly look at which agencies are hot in new business
Web 2.0 and the continuing rise in consumer broadband uptake fuelled digital's growth in 2006 as it became one of the few media to buck a plateau in adspend.
As clients look to tap new channels, media agencies are being forced to develop broader expertise and raise their creative game.
The sugar sector is in long-term decline as consumers reduce their intake for health reasons.
