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It has been a big year for sponsorship, with the Olympics leading a host of major sporting events, and music events continuing to grow in popularity. Despite concerns about an economic slowdown, the sector still offers rich pickings for brands looking to make a big splash.
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...
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
LONDON The economic downturn, cheaper direct channels and pressure from the green lobby has led to a 6% drop in direct mail spend, but brands are getting better at the art of targeting.
LONDON - As the loan and mortgage market shrinks, financial-services brands are being forced to adjust their direct mail strategies accordingly.
LONDON - Direct and sales promotion agencies are taking strides into territory traditionally held by other marketing disciplines.
Having seen their lunches stolen far too often and for far too long by fleet-footed upstarts, Britain's biggest mainstream agencies started protecting their tables with renewed vigour in 2007.
Last year bore witness to a continued restructuring at agencies as they got to grips with hiring digital talent.
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