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Marketing will be driven by the east
THE future driver of growth in advertising will be eastern and south eastern economies, according to Martin Sorrell.
Writing for the IPA BDO Bellwether Report, which draws on commentary from leading ad agency and business practitioners, he predicts the global economy will continue to grow but that the marketing landscape will remain tough for many businesses.
The report found that advertisers in the UK began cutting their budgets in the second quarter, fuelling fears of a double dip recession and reversing the first upward quarter since 2007.
Advertising saw a strong start to the year and the World Cup has provided a welcome boost. An overall rise in spending is expected in 2010 despite the uncertainty.