CourtneyWileyTaylor's Blog - Marketing spend estimated to increase 3-5% in 2010

 

Claire Atkinson, blogger for Broadcasting & Cable, recently shared Ben Swinburne's (the #4 best brokerage analyst, according to Forbes magazine) predictions for advertising and marketing spend in 2010:

"You gotta love Morgan Stanley media analyst Ben Swinburne. The hard-working fellow who’s always sharp as a knife on the earnings calls has collected together a slew of comments from advertisers about their upcoming spending plans to support his bull-case on [marketing] spending for 2010. Swinburne is predicting growth of 3%-5% . . ."

Mr. Swinburne interviewd a wide range of global industry giants--from consumer goods manufacturers to retailers to health care providers and others. Here's a snippet of what a few had to say:

Amex launches integrated ad campaign
“American Express announced today the launch of a new, integrated marketing campaign… The marketing campaign launches today with print advertisements in national newspapers… Television advertising will begin to air on major broadcast and cable stations… on September 5. The digital element of the campaign will include an interactive social media component” American Express Press Release, September 2009

General Mills' 2010 ad spend to increase double-digits
“We’re planning a double-digit increase in media spending in 2010 and a high single-digit increase in consumer marketing spending overall.” Donal Leo Mulligan, General Mills, September 2009

Toyota Motor Corporation to increase quarterly spend 30-40%
“Toyota Motor Corp. is preparing a $1 billion marketing blitz to juice U.S. sales in the fourth quarter … 30% to 40% more than Toyota typically spends in the quarter, said a person familiar with the company’s operations.” The Wall Street Journal, September 2009 GM rebranding a bright spot in a largely decimated auto vertical

So what does this mean for marketers?

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To read the entire post by Ms. Claire Atkinson entitled, "Marketers are spending again! Morgan Stanley has the quotes to prove it," click here.