One-third of Advertising and Marketing Executives Surveyed Anticipate Increased Hiring in Next 12 Months

Top Growth Areas Are Web Design, Creative Direction, Interactive and Account Services

PRNewswire
MENLO PARK, Calif.

 MENLO PARK, Calif., Oct. 1 /PRNewswire/ -- The light at the end of the tunnel may be growing closer for the creative industry. One-third (34 percent) of advertising and marketing executives polled recently said they plan to hire in the next 12 months. Another 55 percent expect to maintain their current staffing levels. Among firms that plan to hire, 52 percent said they would be recruiting in the area of web design or production. Another 50 percent plan to hire in the area of creative/art direction, and 48 percent will be looking to bring in interactive and account services staff.

 The national study was developed by The Creative Group, a specialized staffing service providing creative, advertising, marketing and web professionals on a project and full-time basis, and conducted by an independent research firm. It is based on 250 telephone interviews -- 125 with advertising executives randomly selected from the nation's 2,000 largest advertising agencies and 125 with senior marketing executives randomly selected from the nation's 2,000 largest companies.

Advertising and marketing executives were asked, "Do you expect your agency/firm to increase or decrease staffing levels in the next 12 months?" Their responses:

             Increase                       34%
             Decrease                       10%
             No change                      55%
             Don't know                      1%
                                           ----
                                           100%

 Respondents who planned to hire also were asked, "In which of the following areas do you expect to hire in the next 12 months?" Their responses*:

             Web design or production       52%
             Creative or art direction      50%
             Interactive                    48%
             Account services               48%
             Brand/product management       35%
             Marketing research             32%
             Copywriting                    26%
             Print design/production        25%
             Public relations               23%
             Media services                 10%

*Note: Multiple responses permitted. Top responses shown.

"The hiring of creative professionals often signals that a company is preparing for growth by increasing its investment in advertising and marketing initiatives," said Megan Slabinski, executive director of The Creative Group. "Many firms are particularly interested in expanding their digital presence. This is an area in which a number of companies continued to invest even in the downturn, and as the economy improves, they will want to build their capabilities further."

 Slabinski cautioned, however, that advertising and marketing executives are taking a judicious approach to hiring. "Businesses often opt to bring in people on a project basis to avoid layoffs if the economy loses momentum," she said. "Supplementing the core team with freelance professionals allows companies to more easily adjust staffing levels as conditions change."

About The Creative Group

The Creative Group specializes in placing a range of highly skilled creative, advertising, marketing and web professionals with a variety of firms on a project and full-time basis. The Creative Group's internal account managers typically have prior experience working within the creative industry, which helps them better understand their clients' needs and their freelancers' unique talents. Headquartered in Menlo Park, Calif., the firm has offices in major markets across the United States and in Canada. More information, including online job-hunting services, candidate portfolios and The Creative Group's award-winning career magazine, can be found at www.creativegroup.com.

SOURCE The Creative Group

Web site: http://www.creativegroup.com/