Contents
Managing Editor
Donna-Marie Bohan
Editorial enquiries to
top100@econsultancy
Contributors
Ben Davis
Laurence Bird
Leonie Mercedes
Natalie Gross
Nikki Gilliland
Rebecca Sentance
Ruth Mortimer
Business Development
Team
Danyon Billings
Diana Amaral
Project Management Team
WNS Global Services
Design
Christopher Hipson
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Editorial
p4. State of the industry
Agencies are undergoing a period of business
transformation, facing threats from in-housing,
consultancies, new sources of competition
and clients aggressively managing costs.
Report Editor Donna-Marie Bohan looks
at industry trends over the last year.
p14. Too Important to Outsource
The New Reality for Digital
BIMA Co-President and TH_NK Managing Partner
Natalie Gross refects on how the changing
face of the BIMA membership mirrors the
broader transformation facing the industry.
p18. Finding the Right Talent to
Meet Digital Demands
In an increasingly complex political
landscape, UK agencies are tackling new
difculties in recruiting and retaining talent,
writes Senior Writer Nikki Gilliland.
p21. The Growth of Diversity Initiatives
Research Analyst Leonie Mercedes explores
the benefts of diversity and inclusivity in
marketing and suggests how organisations
can foster more inclusive workplaces.
p24. The Power of Data Humanisation
Surging demand for the study of consumer
behaviour is driving the neuromarketing
technology market. Econsultancy Research
Director Laurence Bird discusses how new
techniques are delivering strong business results.
p26. The Changing Role of Agencies
in the “madtech” Era
The past few years have brought new pressures
to bear on agencies and their business
models. Prompted by revelations over the
widespread practice of pocketing rebates,
brands are increasingly scrutinising their
contracts with agencies, writes Econsultancy
Deputy Editor Rebecca Sentance.
p29. A User’s Guide to Interesting Upstarts
Econsultancy Managing Partner Ruth Mortimer
discusses the new sources of competition
challenging the future agency model.
p32. How Does AI Play a Critical Part
in the Future of Agencies
Econsultancy Editor Ben Davis takes a practical
look at AI and agencies of the future.
The Top 100
p35. How the guide works
p36. Top 100 agencies by fee income
p39. Top full service and
marketing agencies
p41. Top design & build agencies
p42. Top creative agencies
p42. Top technical agencies
p43. Top regional agencies
p44. Most respected agencies and
infuential industry professionals
p45. An Interview with Peter Veash,
Founder and CEO of The BIO Agency
p47. Top 100 profles
p80. Ones to watch
Case studies
p83. This section showcases a collection
of case studies submitted by a
number of the Top 100 agencies.
These stories highlight examples of
successful work that demonstrate
digital excellence. Each case study
outlines a summary of the agency’s
work, objectives, strategy and key
tactics, results and awards won.
3Top 100 Digital Agencies 2018
EDITORIAL
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