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CNW Group LtdGroupe CNW Ltée MARKETING AND ADVERTISING EXECUTIVES PROJECT INCREASE IN THIRD-QUARTER


By: 
Date: June 16 2011

TORONTO, June 16 /CNW/ - Marketing and advertising executives anticipate an uptick in hiring activity in the third quarter of 2011, according to The Creative Group Hiring Index for Marketing and Advertising Professionals. Twenty-six per cent of executives interviewed said they plan to add full-time staff in the next three months, and 5 per cent expect reductions in personnel. The resulting net 21 per cent of executives anticipating hiring is up three points from the second-quarter forecast.
The Canadian study was developed by The Creative Group, a specialized staffing service providing interactive, design and marketing 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.
Key Findings
    -   The net 21 per cent of executives planning to hire is up three points
        from last quarter.
    -   Eighty-six per cent of marketing and advertising executives are
        confident in their companies' growth prospects for the third quarter.
    -   Web design/production and print design/production are the specialties
        in greatest demand, according to survey respondents.
    -   Sixty per cent of executives said it's challenging to find skilled
        professionals today, up eight points from the previous quarter.
"As business picks up, companies are eager to develop new products and services, as well as market these offerings to new and current customers," said Lara Dodo, a regional vice-president of The Creative Group in Canada. "This is generating demand for candidates who can create fresh and compelling designs for both online and print promotions."
Perspectives on Business Growth
Marketing and advertising executives' confidence in their ability to attract new business decreased slightly from last quarter: Eighty-six per cent of those interviewed said they were somewhat or very confident in their firms' prospects for growth in the third quarter, down three points from the second-quarter survey.
Marketing and Advertising Specialties in Demand
When executives were asked in which areas they plan to add staff, web design/production ranked first, with 26 per cent of the response, followed by print design/production (20 per cent). Sixty per cent of executives surveyed said it's challenging for their firms to find skilled professionals, up eight points from the previous quarter.
Marketing and advertising executives were asked, "In which of the following areas do you expect to hire in the third quarter of 2011?" Their responses:
                    -------------------------------------
                    Web design/production             26%
                    -------------------------------------
                    Print design/production           20%
                    -------------------------------------
                    Marketing research                19%
                    -------------------------------------
                    Account services                  19%
                    -------------------------------------
                    Interactive media                 19%
                    -------------------------------------
                    Brand/product management          18%
                    -------------------------------------
                    Social media                      17%
                    -------------------------------------
                    Media services                    17%
                    -------------------------------------
                    Public relations                  17%
                    -------------------------------------
                    Mobile applications development   13%
                    -------------------------------------
                    Creative/art direction            11%
                    -------------------------------------
                    Copywriting                        9%
                    -------------------------------------
                    Note: Multiple responses permitted.
                          Top responses shown.

About The Creative Group Hiring Index for Marketing and Advertising Professionals
The Creative Group Hiring Index for Marketing and Advertising Professionals 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.
The interviews were conducted by an independent research firm. Information from the study is featured in The Robert Half Professional Employment Report, launched last year and the first study of its kind to monitor the hiring environment for professional-level positions exclusively. Based on more than 1,000 telephone interviews with executives throughout Canada, it provides insight on employment trends to help businesses and job seekers prepare for the upcoming quarter. To see how hiring within the creative profession has changed since last quarter and how it compares to other sectors, please visit www.roberthalf.ca/per.
About The Creative Group
The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. More information, including online job-hunting services, candidate portfolios and TCG's award-winning career magazine, can be found at creativegroup.com.



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