Flyer printing may be driving advertising growth

Firms are turning to traditional marketing mediums, such as flyers, it has been suggested.

Flyer printing may be behind a growth in advertising spend after it was claimed companies are embracing traditional marketing methods.

Sir Martin Sorrell, chief executive of advertising group WPP, revealed his firm has seen its fastest quarterly growth for almost a decade in the three months leading up to September 30th.

He stated the increase in sales is due to a shift in attitudes as companies are beginning to spend more on traditional marketing materials.

Speaking at the World Retail Conference, Sir Sorrell said: "2009 was about survival but 2010 is about top-line growth."

He added traditional marketing materials, such as flyers, are returning to strength because online advertising "is more about price promotion", while conventional methods are crucial for brand building.

Russell Parsons recently made similar remarks in a piece for Marketing Week, noting direct mail products have been prioritised by private organisations during the recession and a similar strategy ought to be adopted by the public sector.

Published: 28th October 2010

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