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A dreary 2009 set a low bar for the ad holding companies to hurdle this year, but, based on their most recent results, there’s reason to be hopeful. Clients, particularly in the automotive, financial services and packaged-goods sectors, are generally spending more as they seek to grow market share.
Questions remain about how tightly consumers will pull their purse strings—particularly if unemployment remains high but, based on what clients are telling holding company CEOs (see below), marketing spending should rise next year.
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