The future's so bright

Abu-Shalback Zid, Linda
July 2004
Marketing Management;Jul/Aug2004, Vol. 13 Issue 4, p4
This article discusses findings of a survey by Creative Group on the status of advertising and marketing hiring market in the U.S. as July 2004. About 57 percent of marketing and advertising executives plan to add staff in 2004, up from 44 percent in 2003. Only six percent of respondents expect to cut staff in 2004, down from 16 percent in 2003. With regard to business performance expectations, about 64 percent of those surveyed expect business to increase, with 24 percent reporting that business will increase significantly. About eight percent expected flat performance, and only one percent thought it would decrease. None of the respondents thought business would decrease significantly. As to what kind of staff they would be hiring, more than one-third of respondents said they will first hire account management staff and 13 percent expect to hire creative professionals, such as graphic designers, computer artists, and art directors first. The survey includes responses from 125 advertising executives and 125 senior marketing executives.


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