Marketing sector to see staff and salaries bolstered, says report

Wed, 21 Jul 2010 | By Russell Parsons

According to recruitment consultancy Aquent’s Market Eye report, 50% of firms plan to boost headcount in the next six months, while 43% forecast no change.

More than a quarter (29%) of firms predict salaries will rise, with the rest indicating no change.

The expected uplift among clients is mirrored by anticipated increases in advertising, design and digital agencies.

The UK marketing industry was hit hard by the financial crisis and subsequent recession, with redundancies and pay freezes common. But confidence is returning as the economy shows tentative signs of recovery, and advertising spend grows along with marketing budgets.

ZenithOptimedia has revised its forecast for advertising growth upwards following a “stronger than expected” first half. (See page 6.)

The recent Bellwether report also maintained its prediction of a year-on-year rise in marketing budgets, despite expectations being revised downward in the second quarter.

Peter Geary, Aquent’s UK regional director, says: “Marketing is always one of the first areas to see cuts when budgets are tight, but it seems that firms are beginning to invest in brand awareness again and the jobs market reflects that.”

The Aquent research was based on face-to-face and telephone interviews with 214 client and agency marketers.