British marketers with big budgets look set to become big spenders next year according to a survey conducted by market researchers Millward Brown.

With a positive outlook to match the recent healthy growth report of rising Q2 adspend [WAMN: 15-Sep-04], 60% of the 300 senior-level executives polled expected to increase their media and marketing budgets in 2005. Over half (56%) revealed their budgets were higher in 2004 than 2003.

Online marketing, including web advertising, emails and searches, is predicted to grow the most as marketers extolled its effectiveness in gaining new customers and maintaining their interest.

Direct mail was regarded as an effective medium for targeting a particular group of consumers and as a means of quantifying ROI.

And it seems that money can buy you optimism. Marketers with the top budgets, or those working on top brand campaigns, forecast the largest budget increases.

Data sourced from: BrandRepublic (UK); additional content by WARC staff