New brooms' clean sweep: the 2003 Promotional Marketing Agency Reputations Survey has shown that a total rethink can pay dividends for established companies during turbulent times, says David Reed

Marketing Week, September, 2003 by David Reed

What's in a name? The promotional marketing industry has been pondering this question for the past couple of years. The results of this year's Promotional Marketing Agency Reputations Survey suggest that how you answer that question is very important.

Two long-established players in the promotional marketing world have seen a dramatic rise in their position in the table. Both adopted new names in the past year--ARC Integrated Marketing (formerly IMP Group), which is the highest-ranked agency, and The Reef (formerly Marketing Drive Worldwide London), which moved from tenth to fourth place.

Newer names have also made a significant impact, rising to the middle ranks for the first time. BD-Ntwk, Billington Cartmell and Iris are now knocking on the door of the top...