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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.
Design agencies are being called on to demonstrate their adaptability as the tough economy and brands' evolving needs are combining to demand a more holistic service.
We reveal the results of the 2009 BrandZ survey, which expresses in financial terms the strength of thousands of brands in 443 categories and in 30 countries.
Online advertising has long been seen as the saviour of the advertising industry, but times are tough.
The downturn in the economy has, inevitably, led many brands to slash their media spend, but some are taking the opportunity to drive up their adspend.
