![]() The other major change is the move towards more flexibility in investment. Nearly half of respondents are planning to cut offline investment and a quarter are looking to make a significant cut (of more than 10%) in print spend. The big winner will be digital, with 42% saying they will increase spend either slightly or significantly, with offline media such as TV, radio, print, and outdoor likely to suffer. 28% of respondents say they will seek to boost performance, compared to 21% who are focused on increased brand spend in 2023. ![]() The big change in behaviour seen in the research is a different emphasis in the way that money will be allocated next year, with greater emphasis on short-term, performance marketing. By contrast, in Asia Pacific just 15% envisage a slight decrease while 35% plan a slight increase. In EMEA, for example, a third of respondents agree there could be a significant (more than 10%) or slight decrease (0-10%) next year, compared to 30% who are planning a slight increase in spend. ![]() There is more evidence of a potential cut in spend in EMEA compared with APAC. Three quarters of the sample “agree strongly” or “agree” that 2023 budgets are under heavy scrutiny, with marketers required to justify investment. 4 in 10 say they will maintain their budgets at 2022 levels. Just under a third (29%) of those surveyed plan to decrease spend in 2023, with the same proportion claiming they will invest more next year. The sample included 5 of the world’s top 10 advertisers by spend, which collectively invest more than US$ 44bn in advertising. A new WFA study conducted together with Ebiquity (specialised media investment analysis) assessed the intentions of 43 multinational companies.
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