The board wants him to stay, says Mr Lvy, because the economic crisis could last, so theywant a safe pair of hands at the top. He sees lots of uncertainty next year, though he doesnot think that companies will cut back advertising spending as sharply as they did after thecollapse of Lehman Brothers in 2008. Their response to the dire state of the economy willvary from one industry and country to the next. In Europe, not surprisingly, the outlook isbleaker the farther south you go.
列维先生说,集团董事会要他留下来,因为经济危机可能会持续一段时间,他们希望有经验且让人放心的人能在高层掌舵。他看到了明年的许多不确定性,但是他认为各公司不会像在2008年雷曼兄弟破产后大幅度地减缩广告开支。他们对严峻的经济形势的反应因各行业各国家的情况不同而各异。在欧洲,其经济状况越往南越糟糕,这一点都不奇怪。
Yet the forecast for global ad spending in the next few years released on December 5th byZenithOptimedia, an agency owned by Publicis, is fairly rosy. It says spending will rise by4.7% in 2012 to $486 billion, having gone up by 3.5% this year. A good chunk of next yearsincrease is due to events that come around every four years: a presidential election inAmerica, the summer Olympics and the European football championship. The forecast forthe next two years, though, is even better: 5.2% growth in 2013 and 5.8% in 2014
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