Ad agency M&C Saatchi reckons web advertising will help the sector survive any economic turbulence. Ad spend is reckoned to drop in the event of a recession. But CEO David Kershaw, on Telegraph.co.uk, said: “Digital advertising is a very definite, measurable payback for clients. Whatever happens, digital spend will keep growing.”
Not that he sees any turbulence in its primarily European-centric business anyway: “We are not seeing budgets being slashed anywhere in Europe.” Yet M&C expects the US market to be flat: “American consumers are pulling back dramatically, which has led to our clients following suit.” M&C full-year revenues rose 19 percent to £52.8 million.