Every now and then it strikes you how everybody in the room just wants to talk big picture. Good analysis. Good insights. Great ideas.
And execution ?
Hmm, we’re on strategy and ideation here , bro – execution is nuts and bolts.
Nobody wants to remember the nuts and bolts stuff.
Which is a problem when nuts and bolts also happen to be the bread and butter .
In the ultimate analysis , the booking order is the marcom gateway to our client brand’s destination – and the whole basis of our business. Actionable insights and ideas implemented efficiently : that’s where it’s at .
Talking of bread and butter , global ad spend forecasts present a more cheerful picture now that they did six months ago. GroupM has it at +3.5% now up from 0.8% in the last forecast. ZenithOptimedia have upped it too from o.9% in Dec 09 to 3.5% now. Nielsen’s Global AdView Pulse has reported a 12.5% increase in YOY Q1 global ad spend. FT has also reported a similar picture in the last few days. First , on Publicis and Interpublic growing Q2 rvenues by +7.1% and + 8.5% respectively. Then about leading advertisers P&G,Unilever and Reckitt Benckiser increasing their YTD / H1 ad spend. On the non-FMCG front , GM increased YTD ad spend by 3-5% which is great compared to where that story was a year or so ago !
Going by the business press here , reported ad spends closer home in the region too are +17% up versus YTD 2009. That needs to be taken with the right pinch of salt as these are reported on rate card basis and the on-ground reality could look slightly different 
. Not drastically different , mind. It’s looking decidely better than it was around this time last year , although the uncertainity remains. The mood right now is one of cautious optimism. And fingers crossed please !
The attached Ballpark 2 has a few of those numbers on Q1 estimates and FY forecasts .
