• Ad Age, Monday, May 18, 2009 11 AM

Nearly three-quarters of the 129 marketers surveyed last month by the Association of National Advertisers say they are poised to hike their media budgets before the recession ends -- 43% three months before and 30% six months before, Jack Neff reports. Even Unilever CEO Paul Polman, who counts himself a pessimist on the recession ending anytime soon, says Unilever will hike spending globally starting this quarter after four consecutive quarters of reductions.

"At times of uncertainty, companies need to reassure the market that they are stable, reliable and have a long-term vision," says SAP Global CMO Marty Homlish.

Marketers ranked products as the most important factor in building brand equity. Product launches drive most branding efforts at consumer packaged goods companies, Neff writes, and there are some signs an industry new-product slowdown may be ending.

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