The Pearlfinders Index - Quarter 3 2010
Welcome to the Pearlfinders Index, taking the temperature for the third quarter of 2010.
When analysts talk about opportunities in the marketing services sector they tend to examine agency profits, marketing spend and the channels commanding them. Though fine for corporate planning, these are of limited value as practical pointers for agencies looking to plan their next new business campaign. So the Pearlfinders Index collects and analyses a large sample of first-hand data on the opinions of marketing decision-makers. It enables us to map the entire market for emerging trends on preferences for marketing support, confidence to increase spend, inclination to review, and interest in new techniques.
Download Q3 2010 Index PDF
Desirable Disciplines
From a broad range of data we drill down to specific disciplines to analyse the trends and patterns most relevant to your area of expertise. For each discipline we produce a summary of our findings, which you may download by clicking on the links below.
Digital
The prospects for digital agencies in the UK have remained consistently strong throughout 2010. The digital service category has provided 31.3% of all opportunities we've reported on, and we'd expect this to maintain during Q4. Target demographics are changing from quarter-to-quarter, with a steady trend towards male audiences online.
Throughout Q3 social media has come up in most conversations. Digital agencies need to be careful not to lose influence in this arena as PR, branding and advertising agencies all aggressively stake their claim. There is much confusion over who is best placed to deliver different elements of the social media function, so you need to be clear whether you are a "thought leader" or an "extra pair of hands".
Download Q3 Index : Digital PDF
Design & Branding
With a rise in branding and design opportunities in the first three quarters of 2010, it's good news for agencies. For brand and design shops planning their new business strategies for the next quarter and 2011, there are a few talking points. Budget-holders are facing challenges with an evolving media landscape, and as consumer spending picks up there's a focus on customer acquisition.
Download Q3 Index : Design & Branding PDF
Experiential, Sponsorship & Events
Following our observation last quarter that brands are increasingly using experiential techniques to engage with older and more affluent demographics, Q3 saw a return to brands using experiential activations around traditional sponsorship to connect with either the male or female gender.
Download Q3 Index : Experiential PDF
Media & Advertising
The prospects for advertising agencies in the UK have improved throughout 2010 to date. This service category has provided 25% of all opportunities we've reported on, and we'd expect this to continue during Q4. Target demographics are changing from quarter-to-quarter, and announcements in October about UK spending cuts will alter these again as marketers contemplate the impact on UK consumers. Agencies will need to pay close attention to these announcements and revise their new business activity accordingly.
Download Q3 Index : Advertising
PR
The communications marketing service category has witnessed continued growth in 2010. However if looking at Online PR and Social Media as standalone areas, Q3 witnessed for these a small decline. These areas are still being discussed in depth, although some marketers are increasingly considering them part of the creative lead agency support, or even best handled by their digital incumbent. So while PR agencies will see this as a natural extension of a company’s communications, it’s important to understand that not every senior marketer holds this view and you must be ready to explain why. Agencies need to approach relevant brands discussing high-impact, campaign style social media to secure for themselves this area in addition to the traditional channels.
Download Q3 Index : PR