Marketing Will Change Not Contract Reveals New Research From Creativebrief

PRLog (Press Release) – Apr 09, 2008 – Martin Sorrell of WPP, has published his latest forecast, wrapped up in his ‘quadrennial event’ theory, that again points to 3.9% increase in spend 2008, but that newspaper advertising revenue dropping by a massive 9.4% in USA, will follow in UK.

Paul Duncanson, MD of creativebrief, says: ``This is a view creativebrief supports from our research amongst key UK based advertisers (Jan – Mar 2008). Year on year few are considering reductions in spend but calling for efficiencies in spend, focusing on measurable delivery. The results are already here to see in the continued boom in the online channel and a 10% reduction in forecast TV revenue for May alone (media forecasts).’’

As advertisers seek to maximise returns, they turn to review their marketing channel strategies and then their suppliers. creativebrief is beginning to see the reticence and stability of the first quarter 2008 turn to more positive action by companies as they seek advice about where to spend their budgets with most effectively in this tighter economic environment.
‘All is not gloom on the broader economic front, and this is why we are not yet seeing massive cuts in marketing spend’, continues Paul Duncanson. ‘Latest HM Treasury forecasts (industry averaged) still show 2008 GDP growth of 1.8% with inflation at 2.7% and growth increasing in 2009 to 1.9% whilst inflation reduces further to 2.4%. Set this against falling unemployment statistics in the UK, at least to date and the outlook remains positive.’

The key message from this first stage of findings from creativebrief’s clients is cautiously encouraging. Perhaps the lessons that are delivered through past experience (for example the recent IPA study based on 880 IPA effectiveness case studies) that reduction in marketing spends in economic downturns is self–defeating has been learned, at least by the more growth orientated brands.

For more information please contact
Paul Duncanson
paul.d@creativebrief.com
+44 (0)20 7478 8200
http://www.creativebrief.com