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Marketing firms raise 2010 budgets

19 Jan
UK marketing companies have raised their budgets for 2010, even though spending declined for the ninth quarter in a row during the final three months of 2010.

This is according to the latest Institute of Practitioners in Advertising (IPA)/BDO Bellwether survey, which showed that firms operating in this sector are currently more optimistic about the financial prospects for the industry than they have been in nearly five years.

The research found that 35 per cent of businesses questioned see marketing prospects improving this year and budgets for direct activity has been raised for the first time since the second quarter of 2007.

President of the IPA Rory Sutherland welcomed the findings, noting that they indicate the positive results in the last survey were not a "false dawn".

"This latest report also seems to bring particularly good news for direct and digital marketing activities, which seem to be leading the recovery," remarked Mr Sutherland, who is also vice chairman of the Ogilvy Group in the UK.

A number of high-profile marketing agencies are members of the IPA, including Beattie McGuinness Bungay and Fallon London.ADNFCR-2176-ID-19564332-ADNFCR
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