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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.
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.
The value of the top grocery brands has withstood the consumer shift toward bargain-hunting amid the gathering economic gloom.
Health, environmental and budget concerns have all driven shifts in consumer spending patterns.
LONDON - The need for activation in sponsorship and traditional field marketing led to the growth of experiential. Now agencies are moving into other areas to fit in with clients' demands for greater levels of involvement.
LONDON - ASOS.com, the online fashion retailer, is to launch its redesigned menswear magazine later this month.
LONDON - Data compiled for Marketing by Nielsen Media Research reveals a buoyant online advertising market, with leading brands as diverse as eBay and Norwich Union significantly growing their investment in online marketing in 2007.
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