Agencies see changes in b-to-b tactics

Article Abstract:

Business-to-business advertising has been shifting its focus from business entities to individual entities while corporate branding is being reemphasized. These are two of the major consumer trends that influence business-to-business marketing, according to advertising agency executives. Arthur Anderson of Morgan Anderson and Co. says that while traditionally, advertisers treated individuals as companies, the new trend focuses on the persons themselves who are receptive to brands. Anderson added that marketers are beginning to develop, build and enhance their brand.

Marketing, Beliefs, opinions and attitudes, Advertising executives

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Business-to-business top agencies: TMP comes out on top again

Article Abstract:

Business-to-business activity within advertising agencies is on the rise. According to a survey, the total gross income of the top 100 business-to-business advertising agencies increased to $1.27 billion in 1997 compared to the previous year's $1.08 billion. The number of agencies fully engaged in business-to-business advertising also increased during the year. TMP Worldwide continues to be the top business-to-business advertising agency with a total gross income of $180 million.

Surveys

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B-to-b agency gross income rises a healthy 13%

Article Abstract:

Advertising agencies' gross income in the business-to-business sector rose by 13% at $742 million in 1996. DIMAC Direct Inc. ranked No. 1 with a gross income of $64.7 million, while DK Groups Inc., ranked No. 151, posted a gross income at $80,000. Berry Network Inc. is at No. 2 with $34.51 million, followed by J. Walter Thompson Co. at $34.50 million. The top 10 agencies made up 38%, or $282 million, of business-to-business agency income.

Finance, Reports, Business rankings, Rankings, DIMAC Corp., DMC

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