Marketing spend reaches 13-year high

Industry News By Rhys Little, 14th January 2014

Companies across the world spent more on marketing in 2013 than they had done at any other time since the turn of the century, brandrepublic.com reports.

According to new research from marketing recruiter EMR, 2013 brought about four consecutive quarters of growth in marketing spend, with Q3 seeing an increase of 12.3 per cent when looking year-on-year.

Rather unsurprisingly, these figures have brought about more optimism among those working within the marketing industry, as EMR found that a slight majority of marketers (51 per cent) are expecting a positive 2014. This figure represents a 30 per cent rise in the number of those who were feeling similarly optimistic this time last year.

That wasn’t all the good news reaching marketers, as EMR also discovered that average salaries were also on the rise, increasing by 5.6 per cent. As such, the beginning of 2014 saw average salaries reach £53,613 – a rise of around £3,000.

Marketing firms are also expecting to grow, with 43 per cent noting their numbers had swelled over the past year, whilst 36 per cent said they expect a similar trend for the coming 12 months.

EMR’s managing director Simon Bassett told thedrum.com of its report: “An increase in overall pay and salary in particular is a major sign of confidence within the marketing industry as it represents a longer term commitment than simply raising bonuses.

“The sector is performing well and spending more and the huge increase in optimism is a by-product of this. Marketing has a major role to play in the economic recovery as companies seek to expand. Talented staff are central to this, hence increased hiring and increased movement in the job market.”