Other trends and issues predicted in the report for the year ahead include digital agencies no longer owning the online space as the best digital work has consistently come from traditional agencies and digital specialists run the risk of becoming production houses.
Direct marketing is further becoming vital in building brand momentum and sales success while outsourcing and “crowdsourcing” is set to increase.
Lastly, media agencies will also continue to compete with creative agencies not just for the right to devise strategy but to execute ideas as well.
BBDO/Proximity Malaysia and Dentsu Tokyo were the Asian representatives in The Big Won 2009’s top ten agencies, coming in at eight and ninth place respectively.
For a full rundown of the report’s top networks, holding companies, countries, campaigns and creatives, click here.
