The document discusses the results of a study on marketing budgets for Asian companies in 2009. It finds: 1) Initially in September 2008, most companies projected budget increases for 2009, but a re-contact in October found 94% had reduced budgets with most seeing declines over 10%. 2) Due to the economic crisis, 94% of respondents now forecast the same or lower budgets for 2009 compared to 2008, with 25% seeing declines over 20%. 3) The study was conducted with over 50 senior marketers from companies representing over $3 billion in media spending across Asia. It found shifts from paid to unpaid marketing and cuts to 2008 budgets.

1. Regional Marketing Budget Allocation for 2009 October 2008

5. Methodology – Size of marketing Budget

6. Selection of participating marketers

7. Marketers’ location and remit

8. Current Ave. Split between Above the Line (paid media) and Below the Line (Digital, Activation and Events) is 51/49 Still more emphasis on ATL but the trend is moving towards BTL 41% 50%

9. No significant difference in ATL/BTL split between local and regional marketers

10. 2008 Actual vs Plan 54% of marketers have seen a budget reduction Most marketers got a lower than forecasted budget eventually

11. Initial Response on 2009 Planning (Field work Sept 2008) 62% 15% Before crisis

12. Revised response on 2009 planning (Fieldwork Oct 9 th , 10 th ) shows major shifts

13. Revised response on 2009 planning (Fieldwork Oct 9 th , 10 th ) shows 94% with same, less budget for 2009 From 62% to 6% From 15% to 55% After crisis