Irish marketers are “bullish” about the crucial fourth quarter, with brands ramping up their advertising activity in the expectation that consumers will seek “to bring a bit of joy into their lives” as Christmas nears. Shenda Loughnane, group managing director of media agency group Dentsu Aegis Network Ireland, said its current forecasts were for 4 per cent year-on-year growth in Irish advertising spend in the fourth quarter. “The second quarter was the same for us as it was for every other industry – it was a bit of shock. For many brands it is a case of releasing the budgets they paused in the second quarter,” Ms Loughnane said. “If you’re in the aviation business, there’s not a lot going on, but if you’re in retail, there is lots.

Source: The Irish Times October 12, 2020 03:22 UTC