Martin Sorrell of WPP, has published his latest forecast, wrapped up inhis 'quadrennial event' theory, that again points to 3.9% increase in spend2008, but that newspaper advertising revenue dropping by a massive 9.4% inUSA, will follow in UK.

Paul Duncanson, MD of creativebrief, says: "This is a view creativebriefsupports from our research amongst key UK based advertisers (Jan - Mar 2008).Year on year few are considering reductions in spend but calling forefficiencies in spend, focusing on measurable delivery. The results arealready 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 theirmarketing channel strategies and then their suppliers. creativebrief isbeginning to see the reticence and stability of the first quarter 2008 turnto more positive action by companies as they seek advice about where to spendtheir budgets with most effectively in this tighter economic environment.

"All is not gloom on the broader economic front, and this is why we arenot yet seeing massive cuts in marketing spend', continues Paul Duncanson.'Latest HM Treasury forecasts (industry averaged) still show 2008 GDP growthof 1.8% with inflation at 2.7% and growth increasing in 2009 to 1.9% whilstinflation reduces further to 2.4%. Set this against falling unemploymentstatistics in the UK, at least to date and the outlook remains positive."

The key message from this first stage of findings from creativebrief'sclients is cautiously encouraging. Perhaps the lessons that are deliveredthrough past experience (for example the recent IPA study based on 880 IPAeffectiveness case studies) that reduction in marketing spends in economicdownturns is self-defeating has been learned, at least by the more growthorientated brands.

Background

The first service of its kind, creativebrief connects buyers and sellersof marketing services (including advertising, creative, media and PRservices). It utilises the latest and best digital technology, industryknowledge, research expertise and extensive database to provide a uniquesearch and selection service for clients looking to find the best marketingservices for their business.

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

The company was launched in UK in October 2002 by founder Tom Holmes andsince this time has built up a client list of some of the leadinginternational brands and agencies. The team has managed agency reviews in allfour corners of the globe and across all major marketing sectors and for manydifferent 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 totallyobjective and independent. For more information visithttp://www.creativebrief.com

For more information please contact Paul Duncanson paul.d@creativebrief.com +44(0)20-7478-8200SOURCE creativebrief UK Limited