If 2007 was the year when the direct marketing industry recognised the need to reduce its carbon footprint and encourage recycling, 2008 could more than ever before be about ensuring every penny spent on campaigns is made to count, writes Antony Miller, head of media development at Royal Mail.
Advertisers should be aware that familiarity is not a safe bet when it comes to grabbing the attention of consumers, writes John Hallward, global director of new product development for Ipsos ASI.
M&S' masterplan and the Facebook phenomenon were just two of this year's most notable moments.
Celebrity endorsements may be all the rage, but this year's top spot goes to an advertiser using a familiar, offer-led formula, writes Gail Kemp.
Although brands boosted their spending in the second half of 2006, following what was a slow start to the year, a high proportion of these funds were allocated to low-budget activity such as sales promotions.
There is no shortage of issues afflicting the direct mail industry, with spend down 10% year on year, from £1.87bn to £1.68bn. Finance and mail order, the two top-spending categories, reduced their spend significantly as more work is moved online. In addition, despite talk of better targeting, rates...
The digital medium prospered during 2006 as UK marketers ploughed money into web campaigns. More than 80% of the top online advertisers boosted their investment in the medium, with many viewing the channel as a way to acquire customers and build their brands. The Top 100 spent £257m on digital display...
There may be less fat, less salt and less sugar in the plethora of products on the shelves, but the value of the UK's stellar FMCG brands is still riding high. The value of the top 50 brands rose by 4% to more than £77bn last year, according to the 2007 Biggest Brands table, compiled exclusively for...
No quibbles: being loved is good for sales. But being hated does not necessarily mean failure - it's vital consumers have a strong opinion of your brand. Jane Simms reports.
What makes somebody powerful? Every year Marketing revisits this question as it compiles the Power 100 list of the most influential men and women in the sector.
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