Small can be effective too, but convincing a company that a low-budget campaign can have the desired results is half the battle for marketing communication agencies.

Often with small-budget campaigns - defined by the Institute of Practitioners in Advertising as having a total communications budget of less than £1m - the decision- maker is the person who owns the business. The message that advertising and marketing communications are an investment as well as a cost is particularly pertinent at the low- cost end of the industry.