Lucas Group Reports the Advertising, Marketing and PR Industries Bounce Back

Lucas Group Reports the Advertising, Marketing and PR Industries Bounce Back with a High Demand for Integrated Marketing



Lucas Group, a company in professional recruiting, reports employment in the advertising, marketing and public relations industries is regaining strength with the rise of the economy.

ìIn the wake of 9/11, many marketing budgets were slashed,î said Jamie McCann, executive senior partner and advertising recruiter for Lucas Group, Irvine. ìSince then, the economy has recovered and so has our industry. Advertising and marketing companies are now looking for candidates that embrace integrated marketing approaches.î

Integrated marketing consists of traditional advertising, marketing and PR avenues, such as broadcast and print, as well as more recent forms of messaging, including direct response mail and more interactive, online approaches. Effective marketing today means being able to measure and track results, which means knowing the right target audience.

ìCandidates that are in highest demand are the ones who appreciate all mediums and know how to match the medium with the market,î said McCann. ìOne form of marketing will not suffice. Employees must understand, appreciate and see the benefit of combining traditional approaches with surfacing interactive methods.î

Similarly, mid-level PR positions are opening on both the corporate and agency side because they were the positions let go first during the economic downturn. The public relations industry is gaining momentum and mirroring the same demands as advertising and marketing.

ìWhat we see are more marketing communications positions that combine management of all marketing functions under one umbrella,î said Joyce Johnson, senior recruiter in PR and corporate communications, Irvine. ìDiversity, creative, technology and e-commerce are playing a big role in marketing and PR departments now, and we are seeing an up tick in hires among the healthcare, finance, real estate and technology industries.î