Magazine article Marketing

Review of the Year 2010: Experiential Leagues

Magazine article Marketing

Review of the Year 2010: Experiential Leagues

Article excerpt

Recessionary pressures on the industry have eased as brands seek new ways to reach consumers, but agencies still face a difficult challenge to convince some brands of the discipline's potential.

Experiential agencies are cautiously optimistic about the future after finding a willingness by brands to spend money again in their search for additional ways to connect with consumers.

Business has not returned entirely to normal, though; many expect the obsession with ROI that grew during the tough times to endure. There may be an upside to this: that the recession has killed once and for all the myth that the effects of experiential activity cannot be accurately measured.

With so much promising activity, experiential has clearly turned the corner.

EXPERIENTIAL AGENCIES 1-10

 Rank   Agency       Experiential  Experiential        Total       Total
09  08                   turnover          as %     turnover    turnover
                             2009      of total         2009        2008
                                       turnover     (pounds)    (pounds)
                                           2009

1   3   CPM            23,057,431            27   85,397,892  74,297,094
2   2   TRO            23,034,296           100   23,034,296  19,422,251
3   4   RPM            15,600,000           100   15,600,000  12,800,000
4   5   Closer         10,251,032           100   10,251,032   9,872,562
5   11  Iris
        Experience     10,047,526           100   10,047,526   8,182,455
6   6   Carbon
        Marketing       9,245,660           100    9,245,660   9,449,837
7   12  Exposure
        Promotions      9,138,776           100    9,138,776   8,068,923
8   9   BD Network      8,900,000           100    8,900,000   8,500,000
9   10  Ignite
        Europe          7,213,430           100    7,213,430   8,312,623
10  16  iD              6,376,800           100    6,376,800   6,045,000

   Rank       Agency                %   Staff    % work
09     08                      change          overseas

1      3      CPM                  15     406         5
2      2      TRO                  19     200         0
3      4      RPM                  22     128        17
4      5      Closer                4      35         0
5      11     Iris
              Experience           23      65        60
6      6      Carbon
              Marketing            -2      29         0
7      12     Exposure
              Promotions           13      96         5
8      9      BD Network            5     180         0
9      10     Ignite
              Europe              -13      30        25
10     16     iD                    6      43         0

 Rank     Agency
09   08
1    3    CPM
          Founded 1936. … 
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