Marketing Will Change, not Contract, Reveals New Research From creativebrief

LONDON, April 9 /PRNewswire/ -- Rather than a real marketing recession new research from creativebrief, the world's only interactive database for the marketing services industry, shows the question is far more about how marketing will change, not contract. The latest evidence from the USA (Forbes, Reason Inc) and various UK reports from the IPA, Campaign magazine, Media Week and others all point to shifting sands in spend rather than any downturn.

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.

Background

The first service of its kind, creativebrief connects buyers and sellers of marketing services (including advertising, creative, media and PR services). It utilises the latest and best digital technology, industry knowledge, research expertise and extensive database to provide a unique search and selection service for clients looking to find the best marketing services for their business.

Service delivery is quick, confidential and totally objective covering every marketing sector, type and in every part of the world. creativebrief uniquely monitors new and emerging talent providing clients with up to date information on the fast changing supply market.

The company was launched in UK in October 2002 by founder Tom Holmes and since this time has built up a client list of some of the leading international brands and agencies. The team has managed agency reviews in all four corners of the globe and across all major marketing sectors and for many different industries. Holmes says "our goal is to be the search engine, networking and procurement tool for the marketing industry".

The company remains privately owned and funded and hence totally objective and independent. For more information visit http://www.creativebrief.com

    
    For more information please contact

    Paul Duncanson
    paul.d@creativebrief.com
    +44(0)20-7478-8200