Beyond Compensation, Results Also Reveal Surprising Insights into Marketing Professionals and the Companies They Keep

Boston, MA (November 16, 2004)—In a demonstration of corporate generosity, Aquent, in partnership with the American Marketing Association (AMA) today makes public – free of charge – the unexpected results from their recent innovative salary survey, the 2004 Aquent/AMA Marketing Salary Survey. The most comprehensive of its kind ever conducted, the survey offers an in-depth exploration of the dynamics at work in marketing today, as well as the little explored area of psychographics – charting the personality traits of an individual – in the marketing population. These findings can be viewed at www.marketingsalaries.com. For nearly twenty years, Aquent has pioneered consulting, outsourcing, and staffing solutions for marketing and creative services organizations worldwide.

In a surprising turn from the trend of the last two decades, according to the survey, today’s marketing professional no longer measures personal achievement solely in terms of financial compensation. Of the close to 10,000 AMA members and Aquent contacts polled, professional satisfaction now includes new elements such as corporate culture, business ethics, work/life balance, and pride in accomplishment. Also high on the list are appropriate levels of responsibility, the ability to make full use of skills, and professional recognition.

Equally significant is that of the respondents who reported an increase in their core business over the last five years, over 80% consider their company to be socially responsible or ethical. Conversely, of those participants whose core business decreased over the same period, only 61% view their companies in a positive light.

Therefore, Aquent’s marketing survey demonstrates that beyond an equitable salary, a pleasant work environment, and the opportunity to grow and exercise their skills, today’s marketing professionals are looking for a company of which they can be proud. Clearly, ethics play an important part in overall job satisfaction.

“We originally designed the survey as a tool to help us stay ahead of the marketplace by creating an even better fit between our consultants and client companies,” says Jenny Norwood, Aquent’s Marketing Director. “Offering the survey free of charge on the Internet is Aquent’s contribution to opening the lines of communication between all marketing professionals and their employers in this compelling new environment,” she adds.

Further key findings include that:

• 87% of marketers polled work more than 40 hours per week.
• Over 60% believe that understaffing is a severe problem for their organization.
• Over 80% regard new technology initiatives and return on marketing investment (ROMI) as very important to the future of marketing.
• 92% of those who feel their skills closely match their job’s demands express satisfaction with their current level of responsibility.
• Dissatisfaction is common among those who believe they are overqualified for their jobs.
• 58% feel firefighting and time managements are problematic. In companies with over 10,000, the figure is even higher.

“This unusual survey benefits both marketing professionals and hiring companies by examining issues beyond standard compensation and job satisfaction levels,” says Nancy Costopulos, Senior Director Marketing and Sales American Marketing Association. “The survey demonstrates a clear understanding of the marketplace and will keep marketing professionals well informed of salary trends.”

National in scope, the Aquent survey was conducted online by Vermont-based 6 Degrees. It drew upon close to 10,000 respondents from a sample set of over 70,000 marketing professionals – 95% of which are full-time employees.

About Aquent

For nearly twenty years, Aquent has led the way in helping businesses master the ability to generate marketing and communications from within.  From its inception in 1986,  this marketing services company has pioneered consulting, outsourcing and staffing solutions that enable clients to build their internal marketing and communications capabilities. Providing unmatched resources and expertise through its network of nearly seventy branches worldwide, Aquent today helps thousands of companies make the most of their people, processes and technology.  Aquent, www.aquent.com, is headquartered in Boston , Massachusetts .

About the AMA

For over six decades, the American Marketing Association (AMA) has been the source that marketers turn to first. Online, in print, and in person, the AMA provides information and networking through their Web site, publications, conferences, special interest groups, and local chapters nationwide. Their Member Resource Center at www.MarketingPower.com gives their members exclusive access to articles, hot topics, case studies, white papers, and much more. AMA’s international headquarters is located in Chicago , Illinois

About 6 Degrees

Headquartered in Burlington , Vermont , 6 Degrees (www.6degrees.com) is an independent firm of consultants delivering research and technology solutions to marketing, legal, and medical professionals nationwide. Founded in 1995 to build products for the Intranet and Collaboration industries, the company has since grown into a full-service consulting firm staffed by a team of research consultants who specialize in market research, statistics, graphic design, and technology.

EDITORS NOTE:

For a list of key findings, or for more information about the survey, please contact Jenny Norwood, 617-535-4540 or jnorwood@aquent.com.