THE HALF-FULL GLASS
Morale Picking Up Within Advertising and Marketing Industry, Survey Suggests
MENLO PARK, CA -- The outlook within many creative departments may be increasingly optimistic, a new survey suggests. Forty-two percent of advertising and marketing executives polled said morale at their firms is higher than it was one year ago. Twenty-eight percent of respondents said spirits had declined.
The survey was developed by The Creative Group, a specialized staffing service that provides marketing, advertising, creative and web professionals on a project basis. It was conducted by an independent research firm and includes 250 responses -- 125 from advertising executives among the nation's 1,000 largest advertising agencies and 125 from senior marketing executives among the nation's 1,000 largest companies.
Advertising and marketing executives were asked, "How would you rate employee morale at your firm today compared to one year ago?" Their responses:
In a separate survey by The Creative Group conducted in the first quarter of 2002, 250 U.S. advertising and marketing executives were asked the same question. Thirty-five percent of respondents said morale within their organizations had increased, 38 percent cited declines, and 27 percent reported no change.
"The creative industry has been particularly impacted by the drawn-out recession and subsequent declines in advertising spending, so it's encouraging to see rising morale", said Tracey Turner, executive director of The Creative Group.
Turner noted that strong leadership may account for the upbeat attitude within many firms. "Talented managers can maintain morale during challenging times by building camaraderie, frequently recognizing employee achievements and consistently communicating with their teams. These activities not only make the workplace more enjoyable; they also aid retention efforts and keep employees at their creative best."
The Creative Group has offices in major markets across the United States and in Canada and offers online job search services at www.creativegroup.com.