Aquent survey points to staff growth across Greater China

The market survey was conducted in the immediate aftermath of the global financial crisis and reports improving, yet hesitant, business sentiment in Beijing, Shanghai, Hong Kong and Taiwan.

Encouragingly, 57 per cent of companies surveyed plan to increase their permanent headcount over the next six months, up from 37 per cent in the previous six months.

A corresponding rise in salaries is also predicted over the next six months, with 54 per cent of companies surveyed expecting to increase salaries, up from 30 per cent in the previous six months.

Aquent regional director for Greater China Duncan Cunningham (pictured) said the 2010 Aquent Market Eye indicated an increase in confidence on the part of many creative and marketing businesses across the four Chinese markets, although warned the long-term outlook was still mixed.

“Clearly companies are still keeping a close eye on marketing spend and are increasingly focussing on cost effective and measurable communication channels such as digital marketing, public relations and media,” Cunningham said.

He adds that the advertising agency sector has been the most-affected in the region and is still to see a recovery to its more traditional services which have been supplemented with increased growth and development in the digital environment.

Cunningham also points outt: “Of key interest is the growth planned in the area of branding and design. This points to an evolution in value of brands across the region as more International brands enter and regional brands work to expand overseas.”

The survey was carried out both via face-to-face and telephone interviews over a 13-week period starting 21 December last year.

A total of 231 completed survey responses were collected and then analysed by major company types.