The IPA started the year by issuing a report warning advertising agencies their future is in jeopardy. The 2006 adspend figures certainly show a lot of agencies in decline. Digital poses a particular threat, as the online advertising sector continues to flourish. The coming year will undoubtedly bring...
As the proliferation of media continues, the challenge for agencies is to identify the right mix of channels that will effectively hit the target audience. Fresh understanding of how people consume media is illustrating just how big a role digital now plays, leaving agencies scrambling to develop tools...
The backlash against overseas call centres has prompted a raft of brands, such as Lloyds TSB and Esure, to return their operations to the UK. The original move offshore may have cut costs, but fuelled complaints of poor service and left consumers frustrated. Investment in marketing activity is money...
The past year has been one of growing momentum for the customer publishing industry following a slew of launches. With brands including Harley-Davidson, Virgin Media and Bang & Olufsen entering the market for the first time, publishing agencies have been building on the success of recent years. The...
It was supposed to unite the country over the next five years, show what Britain as a country and London as a city stand for and talk to young people in a language they relate to. What the London 2012 logo wasn't supposed to do was generate almost universal derision. So unfolded the biggest design news...
This may go down as the year in which digital truly entered the mainstream. Online adspend rose by £417m in the first half of 2007 to £1.3bn, accounting for almost 15% of total UK adspend. This prodigious increase across display, classified advertising and paid search is reflected in the league tables,...
Direct mail is unlikely to shed its 'junk' tag anytime soon. The fact that 21% of mailings are immediately discarded, unopened, by the recipient illustrates that the industry must clean up its act. However, as more agencies look to alternative channels, principally digital, to communicate effectively...
Field marketing remains a discipline split between experiential agencies and 'traditional' ones that supply staff for merchandising and audit activity. The former reported impressive growth figures, though their traditional counterparts continue to dominate the top of the table. Price continues to be...
While the market research industry is in good health, overall growth, especially at the top end, is flat. Market maturity has led to consolidation among the big agencies, although recent deals have spread to the middle ranks. The goal remains to move beyond data provision, to embrace the co-ownership...
It might be a PR practitioner's job to look on the bright side, but a quiet confidence in the industry is justified. There is a growing demand for senior counsel to maintain corporate reputations, particularly online. Financial PR work is booming too, with many benefiting from the increased flow of...
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
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