Marketing

Articles from December 16

2010: The Year Ahead
We asked some of the leading thinkers and practitioners from the worlds of marketing, advertising and media in the UK to give us their predictions on what the coming 12 months hold. If there is one phrase that has been giving marketing directors...
Advertisers: Top 40 Advertisers
As corporate marketers have grappled with shrinking budgets in 2008, the government has this year come to the rescue of beleaguered media owners with a sharp increase in its spending. Procter & Gamble topped the list of the biggest spenders...
Advertising Agencies: Top 50 Creative Agencies
Most, but not all, creative agencies have suffered a slump in business as a result of the recession, but many have used the downturn as a chance to fine-tune their service and creative offer. Budget cuts from clients and redundancies may be the...
Customer Publishing: Customer Publishing Leagues
This year's table reveals a solid performance from the industry, as its agencies transform themselves into branded content experts. Customer publishing agencies are weathering the recession well, so far The value of the sector is likely to reach...
Design: Design Leagues
Design agencies are being called on to demonstrate their adaptability, as the tough economy, combined with risk-averse clients, presents a challenging working environment. Judging by the quality of work on show at November's Marketing Design Awards,...
Digital: Digital Leagues
While other disciplines have struggled in the tough economy, digital agencies are reaping the rewards as marketers look to make the most of the platform's budget-friendly attributes. Brands' appetite for digital work remains insatiable. The recession...
Direct Marketing: Direct Marketing Leagues
Agencies that can work across disciplines should emerge from the recession in a strong position, as clients seek those who can handle both direct and digital as part of an integrated brief. Direct marketing and sales promotion agencies look set...
Experiential: Experiential Leagues
This year, Marketing has introduced a separate league for experiential agencies, reflecting the transformation of consumer sampling into a sophisticated live-marketing discipline in its own light. The experiential leagues made their first appearance...
Field Marketing: Field Marketing Leagues
Brands must work harder than ever to stand out in stores, so sales and merchandising skills are in high demand. This opportunity, however, is tempered by a downturn in new product development. The recession has brought mixed fortunes for field marketing...
Market Research: Market Research Leagues
The industry appears resilient, but a deeper look shows that research companies face some unexpected challenges, and those that adapt and innovate to meet client needs will be the winners Market research was resilient as the downturn began, with many...
Mark Ritson on Branding: Tiger Economy in Jeopardy
The fallout from the golf star's philandering has led his sponsors to reconsider his strategic value. First, and let me be very clear on this point, I have never had sex with Tiger Woods. I appreciate that this may come as a shock, given that, by...
Media Agencies: Top 50 Media Agencies
Innovative approaches and the willingness of media owners to sell advertising space at a reduced cost seem to have spared media agencies the worst of the recession, but the future may be bleaker. Media agencies have held up remarkably well considering...
Online Advertisers: Top 40 Online Advertisers
Online advertising has long been touted as the future of the advertising industry, but during the tough times brought by this year, this channel has had a major opportunity to come into its own. While traditional advertising has suffered, online...
Power 100
The past 12 months have proved just how quickly the mighty can fall. Here is our rundown of the top 10 who have thrived amid the recession. 1. Justin King, Sainsbury's pounds IBH The supermarket's chief executive, King, seems to have achieved...
PR: Top 40 PR Agencies
While no sector would wish to tempt fate by describing itself as recession-proof, PR has emerged as one of the best-performing disciplines in the marketing industry this year. Many believed that PR agencies would triumph in the recession as brands...
Recall: Adwatch of the Year 2009
Supermarkets continue to dominate consumer recall, but the year's most memorable ads have relied less on celebrity endorsement in favour of clear and simple value messages - with a healthy dose of humour. In a year when supermarkets positioned themselves...
Retrospective: Top 10 Marketing Moments
From mass redundancies to meerkats, 2009 has been a year of marketing extremes, writes Nicola Clark. Many marketers will be forgiven for breathing a sigh of relief as the end of the year approaches. There is no doubt that it has been full of challenges....
Sponsorship: Sponsorship Leagues
The discipline is back on the rise after taking some tough hits from the media in the recession. Brands are looking forward to the London 2012 Olympics, as well as several other major events. Sports sponsorship is at fever pitch. With the World...

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