The survey was developed by The Creative Group, a specialized staffing service providing marketing, advertising, creative and web professionals on a project basis.  It was conducted by an independent research firm and includes 250 responses -- 125 from advertising executives with the nation’s 1,000 largest advertising agencies and 125 from senior marketing executives with the nation’s 1,000 largest companies.   

Advertising and marketing executives were asked, “Do you expect your firm to increase or decrease advertising/marketing staffing levels in the next 12 months?”  Their responses:

“Companies feel more confident now that the economy is showing sustained economic growth,” said Tracey Fuller, executive director of The Creative Group.  “At the same time, the job market is becoming increasingly competitive, and many hiring managers want to secure the best talent before others do.”

Fuller added, “The market for staff-level creative professionals on the agency side is particularly competitive.  Many of these positions were eliminated during the downturn but are needed now as companies expand their advertising efforts.  When filling these roles, hiring managers seek candidates who can specifically demonstrate the value they provided their previous employers.”

Fuller noted that businesses are taking a long-term approach to hiring.  “They want people who can grow with the firm.  As a result, they’re more willing to train those who show significant potential, which is good news for recent graduates.”.