Is marketing a real “green shoot,” instead of the bogus ones touted last summer? Marketing departments seem to have money and plans on how to spend it.
We have seen and commented on the decline of advertising in traditional media for several years. It may be possible that the next cyclical upturn will portend a return of ad dollars to traditional media outside the U.S.
Estée Lauder unveiled plans to spend $150 to $175 million more on marketing expenses in the second half of 2010 than in the same period one year ago. This includes advertising, in-store merchandising and product sampling. The company plans to make its largest historical investment in TV ads within developing markets as well as global digital marketing. (Women’s Wear Daily, 1/29/10)
Lauder’s moves outside the U.S., when combined with Proctor & Gamble’s recent announcement that it plans on ramping up its ad spending in the second-half of 2010 and our January blog post about increased marketing spending coming from financial firms, suggests a de-thawing of advertising and marketing budgets, at least among some Fortune 500 companies.
Risa Hess
Tags: Estee Lauder, P&G
