Marketers Look to U.S. for Ideas But Not Growth: WFA Survey

Areas of Influence Include Social Media, Content Strategies

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In a survey of its members by the World Federation of Advertisers, almost 60% of respondents said they are shifting marketing dollars to focus on new markets, and nearly 95% said they expect growth to come from outside the U.S.

Looking at where marketers get their best ideas, respondents said they look to the U.S. for social media, shopper marketing and content strategies. Korea, Japan and China are sources for ideas in mobile, and respondents cited parts of Europe for the best creative work.

The survey was conducted online and based on responses from 65 international advertisers. More than 71% of respondents said they think some of the best work is developed in markets outside the U.S.

As part of the study, marketers were asked "What's the single biggest thing that impressed you in the world of marketing in 2011?"

Their individual responses covered a wide range of work, from Apple's marketing strategy for the iPhone to the relaunch of the Carlsberg beer brand in more than 20 countries at the same time. Also cited was the U.S. book launch of Jay -Z's "Decoded," for which Droga5 worked with Bing to reinvent the idea of "outdoor" by plastering the pages of the music impresario's book in places such as the floor of a Miami pool and the lining of a Gucci jacket.

Marketers also cited a social marketing campaign for Durex condoms, and work for Unilever, Samsung and Red Bull.

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