Most mid-size marketing agencies were not severely affected by the Sept. 11 attacks, according to a survey conducted by the International Communications Agency Network, Rollinsville, CO.
A survey of 36 member agencies in 27 countries found that only those with financial services or travel and tourism clients experienced an immediate impact from the attacks, according to ICOM.
For instance, Chicago-based AirTran Airways halted all advertising for one week, but then became the first airline to begin advertising new fares, according to Donald Brashears, executive vp-general manager of Cramer-Krasselt, Milwaukee, which handles.
Overall, surveyed executives said their biggest concern was that the economic downturn caused by the events would make clients hold back spending until they are confident of a turnaround.
Before the Sept. 11 attacks, marketing budgets were flat or down only slightly for 84 percent of marketers worldwide, according to Interbrand's Branding State of the Union, an August online survey of 125 brand marketers. The New York City-based branding consultancy found that 44 percent of respondents worldwide - and 40 percent of U.S. marketers - say the economic climate has had no effect on their marketing budgets. Fifty-two percent of U.S. respondents say they made budget cuts in line with reductions made across the board in their organizations.
