17% of marketing, ad execs anticipate hiring in Q4


17% of marketing and advertising executives plan to add full-time staff in the next three months, according to The Creative Group Hiring Index for Marketing and Advertising Professionals, and 4% forecast reductions in personnel. The resulting net 13% of executives anticipating hiring is up two points from the Q3 forecast. Much of the growth is on the agency side, with a net 34% of these advertising executives planning to add full-time employees.

The Index is based on more than 500 telephone interviews — approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 with advertising executives randomly selected from agencies with 20 or more employees. Executives are asked whether their companies plan to increase or decrease the number of full-time advertising and marketing personnel on their staff during the coming quarter. The survey is conducted by an independent research firm and developed by The Creative Group, a specialized staffing service providing interactive, design and marketing professionals on a project and full-time basis.

Marketing and advertising executives’ business confidence dipped slightly from last quarter. 86% of those interviewed said they are somewhat or very confident in their firms’ prospects for growth in Q4, down three points from three months ago.

Other findings:

–The net 13% of executives planning to hire in the fourth quarter is up two points from the Q3 2012 forecast. A net 34% of advertising executives expect to add full-time staff, compared to a net 12% of marketing executives.

–44% of respondents said it’s challenging to find skilled creative professionals today, down seven points from the previous quarter.

–Account services, web design/production, mobile applications development and brand/product management are the specialties in greatest demand, according to marketing and advertising executives.

–86% of respondents report they are confident in their companies’ growth prospects for the fourth quarter, down three points from the Q3 projections.

“Advertising agencies are increasingly busy as companies turn to them for help developing digital marketing campaigns and other branding initiatives,” said Donna Farrugia, executive director of The Creative Group. “Since many of these shops are operating with lean crews, they are filling open roles and creating new ones to access specialized skills and keep pace with growing business demands.”

When executives were asked in which areas they plan to add staff in the fourth quarter, account services ranked first with 22% of the response, followed by web design/production, mobile applications development and brand/product management (each with 14%). 44% of respondents said it’s challenging for their firms to find skilled creative professionals, down seven points from the third-quarter forecast.

Marketing and advertising executives were asked, “In which of the following areas do you expect to hire in the fourth quarter of 2012?” Their responses:

Account services


Web design/production


Mobile applications development


Brand/product management


Media services


Social media


Interactive media


Print design/production


Public relations


Marketing research


Creative/art direction




Note: Multiple responses permitted. Top responses shown.