Morale within US ad industry picking up: Creative Group

CALIFORNIA: The outlook within many US creative departments may be increasingly optimistic.

Around 42 per cent of advertising and marketing US executives polled said morale at their firms is higher than it was one year ago. Nearly 28 per cent of respondents said spirits had declined. The survey was developed by The Creative Group, a specialised staffing service that provides marketing, advertising, creative and web professionals on a project basis in America. It was conducted by an independent research firm and includes 250 responses -- 125 from advertising executives among America's 1,000 largest advertising agencies and 125 from senior marketing executives among the country's 1,000 largest companies.

The executives were asked questions such as: "How would you rate employee morale at your firm today compared to one year ago?" 14 per cent said that it was much higher. 28 per cent said that it was somewhat higher. 29 per cent said that there was no difference

The Creative Group's executive director Tracey Turner said: "The creative industry has been particularly impacted by the drawn-out recession and subsequent declines in advertising spending, so it's encouraging to see rising morale. Talented managers can maintain morale during challenging times by building camaraderie, frequently recognising employee achievements and consistently communicating with their teams. These activities not only make the workplace more enjoyable -- they also aid retention efforts and keep employees at their creative best."

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