Advertising budgets will not be cut further in 2002, according to
80 per cent of advertisers in four European markets.
Clients in the UK, France, Germany and Italy have a realistic but not
downbeat outlook for the year ahead, according to research for OMD
Europe conducted by Continental Research.
UK advertisers are among the most positive with 81 per cent saying that
budgets are secure. German clients are even more positive with 90 per
cent, although French and Italian clients are less optimistic with 73
per cent and 72 per cent respectively saying that budgets are
The survey, of 500 marketing directors and 2,000 consumers, showed
consumers to be more pessimistic about the future. Across the working
populations of the four markets, 47 per cent believe there is an
economic downturn with 53 per cent concerned about job security.
However, just 33 per cent plan to cut personal spending in 2002.
In line with the economic situation in each market, advertisers and
consumers in the UK and Italy are generally more buoyant than those in
Germany and France. In the UK, 42 per cent of advertisers agree that the
country is heading toward recession against 52 per cent in France and 58
per cent in Germany.
More UK businesses, 48 per cent, disagree that the UK is heading for
economic recession than agree. This mood is also prevalent in Italy
where 47 per cent of advertisers disagree that Italy is heading for
Colin Gottlieb, the chief executive of OMD Europe, said: "As a network
with a large number of pan-European clients, we needed to have robust
information so we can inform our clients."