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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.
This year's league table reveals a solid performance from the UK's top customer publishers, which are benefiting from brands' increased focus on customer retention.
Consumers may still view them with scorn, but outsourced contact centre providers are working hard to change their reputation and convince marketers of their experience and flexibility amid the downturn.
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.
Agencies that can work across disciplines should emerge from the recession in a strong position.
