Many agencies in this sector have pushed beyond the narrow confines of traditional sales promotion activities in recent years, acquiring experiential and digital skills, which have allowed them to provide a more strategic service. Some of these efforts are bearing fruit, with a number of agencies achieving...
The Olympics have forced brands to think harder about how to use sponsorship, with the games offering neither access to athletes for promotional purposes nor in-stadium ad opportunities. Indeed, the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) goes out of its way not...
Digital has recorded huge growth this year as agencies reap the rewards of the medium's elevated status.
LONDON - For a detailed listing of these tables, see the 24 October edition of Marketing magazine.
The days of pure sales promotion look numbered as brand tie-ups and collaborations gain in popularity, writes Robert Gray.
Operating in a mature market, agencies are seeking growth by turning the data they collect into workable insights.
Major multiples are benefiting from consumers' taste for goods at both ends of the quality and premium spectrum.
Field marketing has continued to polarise between traditional field marketers and their younger experiential counterparts.
Britain in 2007 is a pessimistic place to be, according to a national research project conducted by McCann Erickson and reported by Marketing. Gordon Brown has inherited an electorate from Tony Blair whose mood is confused and frequently angry. In the light of these findings, brands that offer stability...
The London 2012 farrago has done them no favours, but agencies are benefiting from tapping more varied revenue streams.
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