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MARKETING AND ADVERTISING EXECUTIVES REVEAL SECOND-QUARTER HIRING PLANS

The Creative Group Survey: Continued Demand for Account Services Professionals

MENLO PARK, Calif., March 13, 2012 /PRNewswire/ -- Thirteen percent of marketing and advertising executives plan to add full-time staff in the next three months, according to The Creative Group Hiring Index for Marketing and Advertising Professionals, and 3 percent forecast reductions in personnel. Most respondents, 80 percent, expect to make no changes to the size of their teams.

The national study was developed by The Creative Group, a specialized staffing service providing interactive, design and marketing professionals on a project and full-time basis, and conducted by an independent research firm. It is based on more than 500 telephone interviews -- approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 with advertising executives randomly selected from agencies with 20 or more employees.

Key Findings

  • The net 10 percent of executives planning to hire in the second quarter is up one point from the same time period last year and down four points from the first-quarter 2012 forecast. The majority (80 percent) expect to make no changes to their current staffing levels. This is up four points from the previous quarter's forecast.
  • Account services, web design/production and brand/product management are the specialties in greatest demand, according to survey respondents.
  • Forty-one percent of survey respondents said it's challenging to find skilled creative professionals today, down four points from three months ago.
  • Ninety-one percent of marketing and advertising executives report they are confident in their companies' growth prospects for the second quarter, up two points from first-quarter projections.

"Companies are moving more of their advertising and marketing budgets to digital and online media, driving demand for professionals with expertise in this specialization," said Donna Farrugia, executive director of The Creative Group. "There also is an ongoing need for account services professionals to help manage a growing number of current and prospective client relationships, as well as keep projects on track and within budget."

Marketing and Advertising Specialties in Demand
When executives were asked in which areas they plan to add staff, account services ranked first for the second consecutive quarter, along with web design/production (each with 20 percent); brand/product management followed with 18 percent. Forty-one percent of respondents said it's challenging for their firms to find skilled creative professionals.

Marketing and advertising executives were asked, "In which of the following areas do you expect to hire in the second quarter of 2012?" Their responses:

Account services 20%
Web design/production 20%
Brand/product management 18%
Social media 17%
Media services 16%
Interactive media 15%
Print design/production 15%
Public relations 14%
Marketing research 13%
Mobile applications development 12%
Creative/art direction 10%
Copywriting 7%

Note: Multiple responses permitted. Top responses shown.

View the research highlights.

Perspectives on Business Growth
Marketing and advertising executives' confidence in their ability to attract new business rose slightly from last quarter: Ninety-one percent of those interviewed said they are somewhat or very confident in their firms' prospects for growth in the second quarter, up two points from confidence levels three months ago.

About the Hiring Index
The Creative Group Hiring Index for Marketing and Advertising Professionals is based on more than 500 telephone interviews -- approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 with advertising executives randomly selected from agencies with 20 or more employees within the United States.

The interviews were conducted by an independent research firm. Information from the study is featured in the Robert Half Professional Employment Report, launched last year and the first study of its kind to monitor the hiring environment for professional-level positions exclusively. Based on more than 4,000 telephone interviews with executives throughout the United States, it provides insight on employment trends to help businesses and job seekers prepare for the upcoming quarter. To see how hiring within the creative profession has changed since last quarter and how it compares to other sectors, please visit roberthalf.us/per.

About The Creative Group
The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. More information, including online job-hunting services, candidate portfolios and TCG's award-winning career magazine, can be found at creativegroup.com.


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