Biggest Brands: Top 100 advertisers 2011
15 Mar 2011 | by Adam Woods
Last year may not have delivered the bounce-back that media owners were hoping for, but the latest adspend figures reflect the beginnings of a solid recovery.
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Rapp and Mother join the creative league this week at number 17 and 27 respectively.
Last year may not have delivered the bounce-back that media owners were hoping for, but the latest adspend figures reflect the beginnings of a solid recovery.
View the complete top 100 table from Millward Brown Optimor's BrandZ study.
Many major brands were forced to scale back their marketing budgets during 2009, allowing those that maintained or grew their adspend to take advantage of reduced media costs.
Despite being hit by the recession, the sector is well-placed to recover as the effects of the downturn beg in to alleviate.
While other disciplines struggle in the tough economy, digital agencies are reaping the rewards as marketers look to make the most of the platform's budget-friendly attributes.
The discipline is back on the rise after taking some tough hits from the media in the recession. Brands are looking forward to the London 2012 Olympics, as well as several other major events.
The industry appears resilient, but a deeper look shows that research companies face some unexpected challenges, and must adapt or fail.
This year, Marketing has introduced a separate league for experiential agencies, reflecting the transformation of consumer sampling into a sophisticated discipline of its own.
Brands must work harder than ever to stand out in stores, so sales and merchandising skills are in high demand. This opportunity, however, is tempered by a downturn in NPD.