The proportion of advertising within the marketing mix is taking a big hit.
We are seeing a large amount or a large proportion of budgets...
...moving into other areas now.
Certainly online is probably the biggest area.
But PR, I think, is increasingly being seen...
...as one of the most important tools in the marketing arsenal.
Consumers are increasingly looking for reassurances...
...that brands, products, services are what they hope them to be.
And PR, basically getting the media on our side,...
...is a very, very important and a very, very powerful tool in that.