CREATIVE CLOUT - Majority of Marketing Execs Say Their Teams Exert Greater Business Influence



    TORONTO, Aug. 18 /CNW/ - Although the recession has hit many marketing
departments hard, there is some good news for those in the creative industry:
Sixty-one per cent of marketing and advertising executives interviewed said
marketing teams have greater influence on business decisions than they did
three years ago. This compares to 23 per cent who believe marketing
professionals hold less sway.
    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 250 telephone interviews -- 125 with
advertising executives and 125 with senior marketing executives.
    Advertising and marketing executives were asked, "Do you believe the
influence a company's marketing professionals have on business decisions has
increased or decreased in the last three years?" Their responses:

    
               Increased significantly .................. 18%
               Increased somewhat ....................... 43%
               No change ................................ 15%
               Decreased somewhat ....................... 20%
               Decreased significantly ..................  3%
               Don't know ...............................  1%
                                                         ----
                                                         100%
    

    "Marketing and creative teams are increasingly recognized for providing
innovative business solutions to current economic challenges," said Collin
Maria Ezzell, division director for The Creative Group. "With the
implementation of new strategies, marketers with in-depth knowledge of their
company's product and service can play an influential role in identifying
improvements.
    "Ezzell added that social media programs, which are often managed by
marketing and communication professionals, may increase the clout these staff
members have in an organization. "Twitter, Facebook and other social media
allow marketers direct and immediate interaction with customers and clients,
offering them insight into the public's perception of their firm's product or
service, as well as areas for enhancement."

    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. The Creative Group's internal account
managers typically have prior experience working within the creative industry,
which helps them better understand their clients' needs and their freelancers'
unique talents. Headquartered in Menlo Park, Calif., the firm has offices in
major markets across the United States and in Canada. 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:

For further information: Kristie Perrotte, (416) 350-2330,
kristie.perrotte@rhi.com


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