Sales Promotion: The Vital Statistics

Marketing, June 28, 2006 | Go to article overview

Sales Promotion: The Vital Statistics


The health of marketing disciplines is reflected in the level of growth among the agencies which specialise in it.

Below you can find all the statistical information you will require before embarking on a sales promotion strategy, including the low-down on the fastest-growing agencies, both big and small, trends in revisions to annual marketing budgets, and award-winning sales promotion projects.

25% of companies have set their 2006-07 sales promotion budget higher than in 2005; 18% have set it lower

Source: IPA/NTC Economics

TOP 5 BIG AGENCIES FOR GROWTH

   Agency                     2004 Gross    2003 Gross     03-04
                              profit (u)    profit (u)    % chng
1  Iris Nation                 8,830,106     5,527,556        60
2  Osmosis Marketing           5,190,750     4,282,900        21
   Communications
3  The Marketing Store        14,967,069    14,075,677         6
4  Logistix                    7,336,000     6,979,000         5
5  Geoff Howe Marketing       10,911,000    10,700,000         2

Source: Marketing sales promotion leagues 2005

TOP 5 SMALL AGENCIES FOR GROWTH

   Agency                     2004 Gross    2003 Gross     03-04
                              profit (u)    profit (u)    % chng
1  Intelligent Marketing       1,119,485       582,278        92
   & Communications
2  GCAS Sales Promotions         270,471       165,024        64
3  WDMP                        1,731,242     1,123,000        54
4  Fenix Communications          639,972       452,936        41
5  Grasshopper                 1,120,509       799,779        40

Source: Marketing sales promotion leagues 2005

BIGGEST AGENCIES

   Agency                     2004 Gross    2003 Gross     03-04
                              profit (u)    profit (u)    % chng
1  Proximity London*          21,361,798    22,131,478        -3
2  Carlson Marketing Group    18,180,784    21,669,000       -16
3  The Marketing Store        14,967,069    14,075,677         6
4  Joshua*                    14,510,999    13,904,144         4
5  Arc Worldwide*                    n/a    13,338,000       n/a

Source: Marketing sales promotion leagues 05
*Companies House data for Sarbanes-Oxley-affected agencies

ISP AWARDS WINNERS

GRAND PRIX
2006: Branston Baked Beans
Owner: Premier Foods
Agency: The Big Kick

2005: Innocent
Owner: Innocent Drinks
Agency: In-house

PROMOTER OF THE YEAR
2006: Mitchells & Butlers (3 gold, 1 silver, three bronze, 1 highly
commended)
2005: Kellogg (3 gold, 2 silver, 1 bronze, 1 highly commended)

AGENCY OF THE YEAR
2006 Elvis (5 gold, 1 silver, 3 bronze, 3 highly commended)
2005 Arc Worldwide (2 gold, 3 silver, 1 bronze, 1 highly commended)

Source: ISP

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