News & Events

'No marketing recession, but an increase in proactivity'

Date posted:

10th April 2008

The director of Creativebrief has denied that there is a marketing recession.

New research seems to confirm that marketers are becoming more proactive when deciding what channels to focus their campaigns on.

Marketing services database Creativebrief has discovered that there is not a "marketing recession", but that companies are thinking more carefully about where to spend their budgets.

Managing director of Creativebrief Paul Duncanson said that marketing agencies are altering their tactics in order to ensure their campaigns reach the widest audience possible, but are not necessarily reducing their ad spend.

"Few are considering reductions in spend but calling for efficiencies in spend, focusing on measurable delivery. All is not gloom on the broader economic front and this is why we are not yet seeing massive cuts in marketing spend […] the outlook remains positive," he said.

Research published by the Internet Advertising Bureau (IAB) and compiled by PricewaterhouseCoopers and the World Advertising Research Centre recently found that internet ad spend jumped by 38 per cent last year.

Blue Skies Marketing Recruitment works on behalf of both permanent and freelance agency and in-house candidates across the creative, design and branding, digital, DM, events, experiential, integrated, PR and sales promotion sectors.