MARKETING AND ADVERTISING EXECUTIVES PROJECT STRONG INCREASE IN FIRST-QUARTER
HIRING

Survey by The Creative Group Shows Social Media in Greatest Demand

TORONTO, Dec. 14 /CNW/ - The job outlook for marketing and advertising professionals is expected to improve significantly in the first quarter of 2011, according to The Creative Group Hiring Index for Marketing and Advertising Professionals. Fifteen per cent of marketing and advertising executives interviewed said they plan to increase staff levels in the next three months, while 2 per cent anticipate declines. The resulting net 13 per cent increase is up 8 points from last quarter.

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 more than 250 telephone interviews -- approximately 200 with marketing executives randomly selected from companies with 100 or more employees and 50 with advertising executives randomly selected from agencies with 20 or more employees.

Marketing and advertising executives were asked, "Does your company or agency plan to increase or decrease the number of full-time marketing/advertising personnel on your staff during the first quarter of 2011?" Their responses:

    
    Increase ............................................... 15%
    Decrease ...............................................  2%
    No change .............................................. 79%
    Don't know .............................................  4%
                                                            ----
                                                            100%
    

Marketing and Advertising Specialties in Demand

When executives were asked in which areas they plan to add staff, social media ranked first, with 23 per cent of the response. Account services followed, with 20 per cent of the response. Despite high unemployment levels, more than half (56 per cent) of executives surveyed said it's challenging for their firms to find skilled professionals.

"As we head into 2011, the hiring environment for marketing and advertising professionals shows great promise," said Lara Dodo, Canadian regional vice-president of The Creative Group. "Many organisations are enthusiastic about pursuing new business and growth initiatives, and seek candidates who have notable experience using social media to increase brand awareness and drive revenue."

    
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            Specialty Areas in Demand
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    Area                         Percentage Hiring
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    Social media                          23%
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    Account services                      20%
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    Web design/production                 19%
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    Media services                        19%
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    Print design/production               19%
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    Public relations                      18%
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    Creative/art direction                17%
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    Brand/product management              16%
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    Marketing research                    15%
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    Copywriting                            8%
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    Note: Multiple responses permitted. Top responses shown.
    

Perspectives on Business Growth

Marketing and advertising executives expressed continued confidence in their ability to attract new business: 89 per cent said they were somewhat or very confident in their firm's prospects for growth in the first quarter, down slightly from 92 per cent cited last quarter.

About The Creative Group Hiring Index for Marketing and Advertising Professionals

The Creative Group Hiring Index for Marketing and Advertising Professionals was conducted by an independent research firm and is based on more than 250 telephone interviews -- approximately 200 with marketing executives randomly selected from companies with 100 or more employees and 50 with advertising executives randomly selected from agencies with 20 or more employees within Canada. Information from the study is featured in The Robert Half Professional Employment Report, which tracks hiring trends among professional occupations. To see how hiring within the creative field compares to other sectors, please visit www.roberthalf.ca/per.

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. 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.

For further information: THE CREATIVE GROUP, 181 Bay St., Suite 820, Toronto, ON M5J 2T3, Contact: Nadia Santoli, [phone], [email protected]