Magazine article Marketing

Field Marketing: Field Marketing Leagues

Magazine article Marketing

Field Marketing: Field Marketing Leagues

Article excerpt

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 agencies Tactical work has taken a hit as clients trim budgets and postpone product launches, but long-term activity remains strong, thanks to the need to maintain standout in retail.

Bigger agencies have benefited from brands' focus on direct sales. Marketing's agency of the year, REL, reported better business than at any time in its 14-year history. However, the recession also created many high-profile casualties, such as The Blue Water Agency and PMI.

TOP FIELD MARKETING AGENCIES 1 - 10

                            Field       Total      Total               %
Rnk Agency            Field  mktg    turnover   Turnover   % Staff  work
08                marketing    as        2008       2007 chg       over-
                   turnover  % of    (pounds)    (pounds            seas
                       2008 total
                           t'over
                             2008

1   CPM          58,559,927    79  74,297,094 68,469,386   9   380     6
2   Reach        39,157,520    86  45,532,000 38,009,000  20    90   n/a
3   Cosine       17,191,474   100  17,191,474 18,184,100  -5    60   n/a
4   Service
    Innovation
    Group        13,410,000   100  13,410,000 17,299,000 -22    32   n/a
5   REL          13,084,908    66  19,765,722 18,047,981  10    60   n/a
6   The Network  10,869,724   100  10,869,724  9,822,645  11    43   n/a
7   GfK Field
    Marketing    10,703,510   100  10,703,510  5,608,909  91    25   n/a
8   Field Sales
    Solutions     8,939,861   100   8,939,861 10,607,382 -16    30   n/a
9   FieldSmart
    (formerly
    PMI)          7,860,000   100   7,860,000 10,150,000 -23    20   n/a
10  ODM           7,689,799   100   7,689,799  6,562,543  17    25   n/a

Rank    Agency
08

1       CPM

Founded 1936. Subsidiary Omnicom. Managing director Mike Hughes. Clients
during this period included: GlaxoSmithKline, Mars, Asda. www.uk.cpm-
int.com

2       Reach

Founded 1975. Subsidiary Aspen Marketing Group. Managing director Gary
Mac Manus. Clients during this period included: Britvic, Premier Foods,
LG Electronics. www.reach.com

3       Cosine

Founded 2005. Subsidiary Omnicom. Managing director Nick Jones. Clients
during this period included: Sainbury's, Kraft, Weetabix. … 
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