Biggest brands: Top 100 online advertisers 2011
22 Mar 2011 | by Adam Wood
Some big brands are switching their spend away from online display advertising as social media comes to the fore.
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MEC re-enters the table after winning parts of the Johnson & Johnson and Beiersdorf accounts.
Some big brands are switching their spend away from online display advertising as social media comes to the fore.
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.
Which agencies are creating work worthy to be picked by Campaign's team of avid ad watchers and which are coming out looking like a turkey?
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 scepticism about the effectiveness of some products, the market for alternative remedies is still growing strongly.
Grooming trends are continuing to change, but volume sales of products remain strong according to figures.
The fresheners sector has failed to capitalise on consumers' tendency to spend more time at home during the recession.
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.