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Rather than suppliers of raw data, research agencies want to become long-term strategic advisors to brands. But, at the same time, they are under increasing pressure to supply insight that can be instantly injected into business plans. Our latest leagues show which agencies are best placed to succeed.
The traditional roles of field marketing agencies - product sampling and data-based merchandising - have evolved in recent times to embrace experiential and events activity. Now, some claim experiential agencies are moving into the territory occupied by sales promotion specialists.
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...
Procter & Gamble has upped its advertising spend nearly 13% to remain the UK's biggest spender on above-the-line advertising.
The combination of an economic downturn, cheaper direct marketing channels and pressure from the green lobby has led to a 6% drop in direct mail spend, but while brands are getting better at targeting the right people, the industry still has a long way to go before it sheds its 'junk mail' tag.
Leading producers in the bottled sauces sector have used a mix of innovation and heavy promotion to maintain market position.
LONDON - What lies ahead for broadcasters and advertisers in a multi-platform era.
Our annual contact centre league table ranks the top outsourced agencies by their turnover. It may not indicate which agencies are the best at customer service, but it certainly demonstrates which are the most successful.
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
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