Fourth-quarter advertising revs up for b-to-b marketers


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Advertising overall is on the upswing this year, with several forecasters revising their projections upward. Last month, media agency Carat, London, revised its global ad spending forecast for the year to 3.9% growth, up from a March projection of 2.9%. For the U.S., Carat is now projecting ad growth of 1.1% this year, up from an earlier forecast of 0.2%. Next year, global ad spending will grow 4.7%, up from a previous forecast of 4.0%, and U.S. ad spending will increase 1.7%, up from an earlier forecast of 1.4%, according to Carat. “Carat's revised global forecast [of] ad spending for 2010 and 2011 is further evidence of a rebound in advertising markets,” said Aegis Group Global CEO Jerry Buhlmann. Carat is a unit of Aegis. Some advertisers are creating campaigns that reflect that optimism about the economy. For example, American Express OPEN in July introduced a campaign called “Start Booming,” designed to celebrate small businesses and show how they are helping revitalize the economy. The effort will continue in the fourth quarter with new executions. “The second phase of the campaign rolled out in August, showcasing small-business owner Divya Gugnani of Behind the Burner in New York. As the campaign continues into the fourth quarter, three other small-business success stories will be highlighted,” said Julie Fajgenbaum, VP of American Express OPEN. AmEx will use TV, print, radio and online in the fourth quarter; Fajgenbaum declined to reveal the budget. Crispin Porter+Bogusky, Boulder, Colo., created the ads. Last week, Xerox Corp. rolled out a global campaign called “Ready for Real Business,” its largest brand campaign in decades (see story, page 7). The campaign, which includes TV, print, online and outdoor, was created by Y&R New York and will run throughout the fourth quarter with new executions. “From a business perspective, the fourth quarter is seasonally one of busiest quarters on a revenue basis,” said Christa Carone, CMO at Xerox. “This is a compelling time of the year to start building messaging about our business offerings.” She declined to disclose the campaign budget but said it would be in the multimillions. UPS is also launching a new brand campaign this fall, which will debut today. With the theme, “We k Logistics,” the campaign is the first consolidated global communications platform in UPS' history and shows how the company helps businesses compete using its transportation and supply chain management services. The campaign was created by Ogilvy & Mather Worldwide, New York, and includes TV, print, online and out-of-home. The budget was undisclosed. Last month, Verizon Communications introduced a service called Verizon Websites powered by Intuit to help small businesses set up and maintain websites. It will promote this service throughout the fourth quarter with TV, print, radio and online ads, created by McCann Erickson New York. “Once you get through Thanksgiving, it's challenging to get the mindshare of small businesses,” said Michael McLaughlin, director of business marketing for Verizon. “We will pull back on broadcast when it gets that late. We will continue to use print and online.” Also this fall, Visa will roll out an integrated marketing program around its NFL sponsorship, aimed at consumers and business cardholders. The program will include a national TV campaign beginning in October called “Fans Forever”; an online sweepstakes offering a grand prize of Super Bowl tickets for life; social media extensions; VIP access to NFL games for Visa Signature cardholders; and a website at Also new this fall, Visa is the official payment card of 13 NFL teams.
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