Magazine article Marketing

Field Marketing: The Vital Statistics

Magazine article Marketing

Field Marketing: The Vital Statistics

Article excerpt

Despite being polarised between traditional and experiential agencies, field marketing continues to be driven by a common desire to engage.

Below we list the agencies that have won DMA awards in recognition of their work, a breakdown of agency turnover, an outline of the issues affecting the industry and the best-performing agencies, alongside profiles of two of last year's star performers.

FIELD MARKETING AGENCY 2007 - COSINE

With big projects from clients such as Sainsbury's, Weetabix and TV Licensing, Cosine is growing at an impressive rate, having almost doubled its turnover in two years. The agency has worked hard to incorporate data-led research into all its activity, helping to increase return on investment and boosting effectiveness. Last year Cosine worked on the biggest sampling push ever embarked on for a UK supermarket, as Sainsbury's launched its Taste festival to help grow its Taste the Difference premium range and target non-Sainsbury's shoppers. During a four-week period, 7m samples were delivered to 4m customers.

THE ONE TO WATCH - RPM

Britvic, Coca-Cola GB and Sony PlayStation were among the big names that RPM netted as clients last year, as the experiential agency witnessed a 34% growth in turnover to pounds 14.5m. It was responsible for one of the industry's biggest campaigns in 2007, when it helped launch Cadbury's Trident chewing gum as part of a pounds 10m marketing push The gum was taking on a well-established rival in Wrigley; the integrated work, which involved a pirate radio station and revolutionaries standing on soapboxes to spread the 'Mastication for the nation' message, helped drive Trident's market share from 0% to 15. …

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