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Goldman Sachs seeks industry views on future spend

LONDON - Goldman Sachs is undertaking a research project asking advertisers about their future spending plans and where they plan to deploy their budgets, in the hope it will provide a counterbalance to what the major ad groups such as WPP Group, Havas and Publicis, say.

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The investment bank says that it is the first time that anyone in the financial community has undertaken such widespread research.

The aim of the survey is to get a short- and long-term look at what advertisers are planning to do with their budgets. It will also examine the impact of the Olympic Games and European Football Championships next year -- something that the major advertising groups are counting on to give their revenues a boost.

The survey is being conducted by Marc Sugarman and Thomas Singlehurst, two media analysts at Goldman Sachs, and can be filled out online at All answers are non-attributable and respondents are able to get a copy of the research when it is published.

According to Singlehurst: "The survey aims to uncover whether the way the agencies are planning their development -- both in terms of geography and discipline -- matches the way the advertisers themselves expect their marketing strategy to evolve."

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