Poll data by Media magazine points to a marked shift in marketing communications spending in the region. The big winners, in terms of planned use of channels in 2009 over 2008, were digital and public relations. Perhaps not surprising. The big question now is whether economic conditions have accelerated this trend, or slammed on the brakes? Will the compelling benefits of digital and PR overcome the risk-aversion of so many clients, particularly when the ROI of engaging with the media - whether social or traditional - is so hard to assess. Upstream's hope - and best guess on evidence to date - is for acceleration.
A sea-change in marketing spending
