European advertisers confident about 2002

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."


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