Marketing League Table: Field marketing leagues

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 the biggest issue, with many agencies complaining of increasing commoditisation as competition squeezes fees. They also warn that clients need to be aware that they get what they pay for; field staff represent brands, and if corners are cut, it will have a negative effect.

TOP FIELD MARKETING AGENCIES

Rnk Agency Turnover Turnover %
2006 (pounds) 2005 (pounds) chng

1 CPM 72,189,912 65,844,931 10
2 Reach 35,227,000 31,304,000 13
3 REL Field Marketing 16,129,969 15,039,798 7
4 RPM 13,300,000 10,450,000 27
5 TRO 12,200,000 9,500,000 28
6 Sledge 11,132,000 8,280,000 34
7 Cosine 10,500,000 8,941,242 17
8 PMI 10,429,000 10,106,000 3
9 The Network 9,254,000 6,674,000 39
10 Carbon Marketing 8,002,341 6,934,510 15
11 BEcause Experiential
Marketing 7,160,022 4,650,388 54
12 Closer 6,791,390 5,750,000 18
13 ODM 6,200,000 5,695,137 9
14 Field Sales Solutions 5,875,789 4,831,417 22
Headcount Worldwide
Field Marketing* n/a 5,753,258 n/a
15 Blackjack Promotions 5,466,701 4,989,659 10
16 Exentio Experiential
Marketing 5,377,974 4,702,879 14
17 Trinity Executives 5,331,239 5,036,990 6
18 Merchandising
Sales Force 4,432,000 5,387,000 -18
19 Candour Event
Marketing 4,411,779 2,286,435 93
20 Iris Experience 4,383,227 2,286,203 92
21 i2i Face to
Face Marketing 4,015,076 3,503,949 15
22 Channel Advantage 4,006,557 3,729,212 7
23 N2O 3,800,439 4,179,679 -9
24 GfK Field Marketing 3,188,000 2,703,000 18
25 The Blue Water
Agency** 3,067,961 2,879,925 7
26 Carlson Marketing 2,980,000 2,800,000 6
27 Gekko 2,713,804 2,600,000 4
28 Sense 1,972,904 2,181,266 -10
29 IMS 1,698,088 1,663,735 2
30 Haygarth 1,484,245 1,552,188 -4
31 MBA Field Marketing 1,276,000 1,099,000 16
32 The Field 750,000 150,000 400
33 Method Two 581,443 375,222 55

Rnk Agency HQ:field CONTRACT TACTICAL
staff % pounds % pounds

1 CPM 390:2535 n/a n/a n/a n/a
2 Reach 83:1064 92 32,267,932 8 2,959,068
3 REL Field Marketing 100:2000 80 12,903,975 20 3,225,994
4 RPM 80:4000 85 11,305,000 15 1,995,000
5 TRO 100:40 85 10,370,000 15 1,830,000
6 Sledge 50:40 90 10,018,800 10 1,113,200
7 Cosine 42:474 93 9,765,000 7 735,000
8 PMI 60:2500 40 4,171,600 60 6,257,400
9 The Network 40:2000 74 6,847,960 26 2,406,040
10 Carbon Marketing 31:950 55 4,401,288 45 3,601,053
11 BEcause Experiential
Marketing 50:1500 80 5,728,018 20 1,432,004
12 Closer 25:265 71 4,821,887 29 1,969,503
13 ODM 23:185 85 5,270,000 15 930,000
14 Field Sales Solutions 30:400 83 4,876,905 17 998,884
Headcount Worldwide
Field Marketing* 41:454 n/a n/a n/a n/a
15 Blackjack Promotions 28:2000 20 1,093,340 80 4,373,361
16 Exentio Experiential
Marketing 40:100 n/a n/a n/a n/a
17 Trinity Executives 15:250 76 4,051,742 24 1,279,497
18 Merchandising
Sales Force 37:425 80 3,545,600 20 886,400
19 Candour Event
Marketing 35:1800 11 485,296 89 3,926,483
20 Iris Experience 31:0 40 1,753,291 60 2,629,936
21 i2i Face to
Face Marketing 20:3500 10 401,508 90 3,613,568
22 Channel Advantage 17:650 75 3,004,918 25 1,001,639
23 N2O 35:2 35 1,330,154 65 2,470,285
24 GfK Field Marketing 24:55 90 2,869,200 10 318,800
25 The Blue Water
Agency** 14:100 40 1,227,184 60 1,840,777
26 Carlson Marketing 217:250 80 2,384,000 20 596,000
27 Gekko 20:42 60 1,628,282 40 1,085,522
28 Sense 13:850 40 789,162 60 1,183,742
29 IMS 21:2500 68 1,154,700 32 543,388
30 Haygarth 141:0 37 549,171 63 935,074
31 MBA Field Marketing 6:65 62 791,120 38 484,880
32 The Field 7:500 70 525,000 30 225,000
33 Method Two 14:3000 20 116,289 80 465,154

Rnk Agency

1 CPM
Founded 1936. Subsidiary Omnicom. Managing director Mike Hughes.
Clients include Asda, Masterfoods, GlaxoSmithKline. Member FMC.
www.cpm-int.com
2 Reach
Founded 1975. Privately owned. Managing director Gary MacManus.
Clients include Nestle Rowntree, Britvic, Vodafone. www.reach.co.uk
3 REL Field Marketing
Founded 1995. Subsidiary Photon Group. Chief executive Patrick
Rooney. No clients disclosed. Member FMC. www.relfm.com
4 RPM
Founded 1993. Privately owned. Managing partner Hugh Robertson.
Clients include Diageo, Sky, Unilever. Member BESG. www.rpmltd.com
5 TRO
Founded 1982. Privately owned. Managing director Keith O'Loughlin.
Clients include BMW Group, T-Mobile, General Motors.
www.tro-group.co.uk
6 Sledge
Founded 1991. Acquired by Pholon Group, Nov 2007. Managing director
Steve Eakins. Clients include O2, Innocent Drinks, The Natural
Confectionery Company. www.sledge.co.uk
7 Cosine
Founded 2005. Subsidiary Omnicom. Managing director Nick Jones.
Clients include Sainsbury's, Weetabix, American Express. Member FMC.
www.cosineuk.com
8 PMI
Founded 2001. Privately owned. Managing director Paul Cox. Clients
include Scottish & Newcastle, Universal Pictures, Kodak. Member FMC.
www.pmifm.co.uk
9 The Network
Founded 1990. Privately owned. Managing director Jane Dyson. Clients
include Associated Newspapers, TUI, Western Union Bank. Member FMC.
www.thenetwork-uk.com
10 Carbon Marketing
Founded 1995. Privately owned. Managing director Wendy Hooper.
Clients include Alpro, Sainsbury's, Masterfoods. Member XMC.
www.carbon-marketing.co.uk
11 BEcause Experiential Marketing
Founded 2007. Privately owned. Managing director Sharon Richey.
Clients include Scottish & Newcastle, Procter & Gamble, Nestle.
www.becauseexperimental.com
12 Closer
Founded 2003. Subsidiary Billington Cartmell. Chairman Ian
Billington. Clients include Bestfoods, Mazda, Lloyds TSB.
www.closerto.co.uk
13 ODM
Founded 1999. Privately owned. Managing director Simon Dawes.
Clients include RBS NatWest Group, MBNA, Tesco. Member FMC.
www.odmltd.com
14 Field Sales Solutions
Founded 2002. Privately owned. Managing director Kate Carr. Clients
include Cadbury Trebor Bassett, Esso, Wall's. www.fssolutions.net
Headcount Worldwide Field Marketing*
Founded 1994. Subsidiary WPP. Chief executive Lynda Edge. No clients
disclosed. Member FMC. www.headcount.co.uk
15 Blackjack Promotions
Founded 1994. Privately owned. Managing director Behzad Saednejad.
Clients include BAA, BT, News International. Member FMC.
www.blackjack.co.uk
16 Exentio Experiential Marketing
Founded 1997. Formerly Mango, subsidiary CPM/Omnicom Group. Managing
director Mike Hughes. Clients include Diageo, GSK, Nike. Member FMC.
www.exentio.com
17 Trinity Executives
Founded 1989. Privately owned. Managing directors Sally Anderson,
Shelia Lyons. Clients include Imperial Tobacco UK, Courtaulds UK,
Reckitt Benckiser. www.trinityexecutives.co.uk
18 Merchandising Sales Force
Founded 1977. Privately owned. Chief executive Mike Garnham. Clients
include Morrisons, Unilever, Masterfoods. Member FMC.
www.msf-ltd.co.uk
19 Candour Event Marketing
Founded 2004. Privately owned. Chief executive Kevin Harbut. Clients
include Supermalt UK, Muller, Del Monte. www.candourmarketing.com
20 Iris Experience
Founded 2003. Subsidiary Iris Worldwide. Managing directors Cameron
Day, Nico Tuppen, Henry Scotland, Dale Barker, Richard King. Clients
include Heineken, Sony Ericsson, Premier Foods. www.irisnation.com
21 i2i Face to Face Marketing
Founded 2000. Subsidiary Geoff Howe Holdings. Chief executive Bruce
Burnett. Clients include Masterfoods, Sara Lee, Philips.
www.i2i-marketing.co.uk
22 Channel Advantage
Founded 1995. Privately owned. Managing director Tony Hall. Clients
include HP, Microsoft, Activision. www.channel-advantage.co.uk
23 N2O
Founded 1999. Privately owned. Managing director Terrence Woodward.
Clients include Unilever, Lloyds TSB, Marks & Spencer. Member FMC.
www.n2o.co.uk
24 GfK Field Marketing
Founded 2001. Subsidiary Gfk. Managing director Alan Holliday.
Clients include RIM, Boots, Orange. Member FMC. www.gfknop.com
25 The Blue Water Agency**
Founded 1996. Subsidiary Jenks Holdings. Managing director David
Louis. Clients include Walkers, Orange, BSkyB. Member FMC.
www.bluewater-uk.com
26 Carlson Marketing
Founded 1989. Subsidiary Carlson Companies. Chief executive Jonathan
Harman. Clients include Nestle UK, Arla Foods, COI. Member FMC.
www.carlsonmarketing.co.uk
27 Gekko
Founded 2002. Privately owned. Managing director Daniel Todaro.
Clients include Epson, Toshiba, Panasonic. www.gekko-uk.com
28 Sense
Founded 2005. Privately owned. Managing director Nick Adams. Clients
include Muller, Unilever, Alliance Atlantis. www.senselondon.com
29 IMS
Founded 2001. Privately owned. Managing directors Laura Holden,
Steve Radford, Robert Taylor. Clients include InBev, The Guardian,
T-Mobile. Member FMC. www.ukims.co.uk
30 Haygarth
Founded 1984. Privately owned. Chief executive Stephen Morris.
Clients include Nokia, PepsiCo, Procter & Gamble. www.haygarth.co.uk
31 MBA Field Marketing
Founded 2002. Privately owned. Managing director Michael Bouchier.
Clients include Alvern Media, Innocent Drinks, De Agostini.
www.mbafieldmarketing.co.uk
32 The Field
Founded 2005. Privately owned. Managing director Chris Dawson.
Clients include The Serious Food Company, George at ASDA, Microsoft
Xbox. www.thefield.info
33 Method Two
Founded 2002. Privately owned. Managing directors Michael Chester,
David Bailey. Clients include FGL Wine Estates, Transport for
London, Selfridges. www.methodtwo.com

Source: Marketing Field Marketing Leagues, 8 August 2007
*Companies House data provided by Willott Kingston Smith for agencies
affected by the Sarbanes-Oxley Act.
**Figures include turnover from Jenks Field Marketing following
acquistion by Jenks Holdings

THE SARBANES-OXLEY EFFECT

For US-owned companies restricted by the Sarbanes-Oxley Act, which limits the financial information that can be disclosed, we have used Companies House data provided by Willott Kingston Smith. In the case of Headcount, the data available was for the 2005 financial year. While not perfect, this data gives an indication of the size and status of these agencies. All agencies affected by the Sarbanes-Oxley Act are listed under their group names rather than their subsidiaries. Up-to-date information could not be found for SIG or InStore Field Marketing (a division of WH Smith).

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