Senior marketers in the UK are overwhelmingly in favour of remaining in the EU, according to a new survey, with 77% saying they will vote ‘remain’, 15% saying they will back Brexit, whilst 8% are still undecided.
The study, carried out by The Marketing Society, in partnership with RadiumOne, attempts to understand the position of the marketing industry in the upcoming EU referendum and how they see it affecting the marketing industry.
The biggest positive impact of staying in is on short-term business confidence – cited by 94% – followed by travelling in/around the EU (88%) and political stability (79%). Almost seven in ten (69%) reported it having a positive impact on their company’s growth.
Immigration was the only issue which staying in the EU sees negative sentiment (46%) outweigh positive (32%) sentiment.
Marketing Society chief executive Hugh Burkitt commented: “We do not have an official Marketing Society viewpoint as we are not a lobbying organisation, but Brexit would unquestionably lead to a period of considerable business uncertainty which is never good for the plans for expansion and innovation on which marketers thrive – as evidenced by the results of our member survey. We’ll all be waiting with baited breath on the 24 June to see what the future holds.”
RadiumOne’s European managing director Rupert Staines added: “The debate is an interesting battle between the left brain (language) and the right brain (emotion) – precisely the challenge that marketers face daily and one which the folks at M&C Saatchi will be relishing as they try to help the Prime Minister avoid embarrassment.
“The business mind rightly worries about the unknown outcome whereas the consumer mind is excited about the sensationalist position of victory versus defeat. It’s a tough decision in tough times but sure to make Cannes Lions Festival a little spicier for the global marketing community with the vote on the Thursday.”
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