Marketers are spending again! Morgan Stanley has the quotes to prove it.

You gotta love Morgan Stanley media analyst Ben Swinburne. The hard-working fellow who’s always sharp as a knife on the earnings calls has collected together a slew of comments from advertisers about their upcoming spending plans to support his bull-case on advertising spending for 2010. Swinburne is predicting growth of 3%-5% no matter what WPP’s CEO Martin Sorrell has to say about bare rocks. We hope you’re right Ben. See below for the evidence. Either he’s on to something, and scatter is going to pick-up or its just fall.
Kellogg’s expecting 2H09 spend to increase
“For the second half of the year, we expect a double-digit increase in internal advertising expense.” John A. Bryant, Kellogg’s, July 2009

General Mills ‘10 ad spend to increase double-digits
“We’re planning a double-digit increase in media spending in 2010 and a high single-digit increase in consumer marketing spending overall.” Donal Leo Mulligan, General Mills, September 2009

Unilever Ramping spend through 2009
“Phasing plans call for higher levels of A&P in the coming quarters, as we increase spending in support of innovation and brand building activities.” May 2009

“You can see the step-up in investment in advertising and promotions.”
August 2009 Earnings Call, James A. Lawrence, Unilever Colgate-Palmolive sees ad spend accelerating through ‘09

“… advertising in the second quarter increased from first quarter levels and we expect that to continue in the third and fourth quarter as well. This will be a combination of media and our increasing focus on effective in-store activities. Our new product pipeline for the second half of the year is even fuller than the first … and we expect advertising spending to also increase in support of these launches.” Ian Cook, Colgate-Palmolive Co., 2Q09 earnings call Toyota Sales Push Starts in 4Q09

“Toyota Motor Corp. is preparing a $1 billion marketing blitz to juice U.S. sales in the fourth quarter … 30% to 40% more than Toyota typically spends in the quarter, said a person familiar with the company’s operations.” The Wall Street Journal, September 2009 GM rebranding a bright spot in a largely decimated auto vertical

“General Motor’s new advertising campaign will begin this weekend with television spots featuring Chairman Edward Whitacre Jr. urging people to try the automaker’s new vehicles. The spots will be followed by advertising that will focus on GM’s four remaining brands, Chevrolet, Buick, GMC and Cadillac.” The Associated Press, September 2009

Yahoo! launches biggest ad campaign in 15 years
“Yahoo Inc. believes a lot of its good work has been overlooked by investors and the media so it’s spending more than $100 million to get the word out to consumers directly.” The Associated Press, September 2009

Toys “R” Us campaign to increase market share
“Toys “R” Us is planning an aggressive strategy designed to increase market share. That strategy, as outlined by Chairman and CEO Jerry Storch “includes adding 1 million square feet of sales space through temporary stores, managing inventories to keep hot toys in stock, and mounting a high-powered advertising and marketing campaign, while keeping a tight lid on costs.” The Ledger.com, September 2009

J.C. Penny reallocating 1H09 advertising cuts to 3Q09
“Included in our third quarter SG&A assumptions are some marketing dollars reallocated from the first half……We’ve also added marketing dollars to the back-to-school period, because we felt that that would be the biggest appointment shopping period in the first and middle section of the year.” Robert Cavanaugh, J.C. Penny, August 2009

Target launches pharmacy ad campaign, ramps traditional 3Q ad spend
“As a result, we’re launching an unprecedented integrated marketing campaign to drive even greater awareness for our pharmacy services and convert more Target guests into Target pharmacy guests. The campaign features our first ever pharmacy TV spot, extensive online advertising and online videos……And so Q3 is always a seasonal peak in our advertising and marketing and this year we have elected to exaggerate that trend.” Kathryn Tesija, Target Corp, August 2009

Health care political issue spending a positive
“The drug industry has authorized its lobbyists to spend as much as $150 million on television commercials supporting President Obama’s health care overhaul, beginning over the August Congressional recess, people briefed on the plans said Saturday.” New York Times, August 2009

Discover launches September campaign
“We have just launched new advertising that reinforces our leadership and heritage of cash rewards, enabling card members to make their money worth more.” David Nelms, Discover Financial Services, September 2009

Amex launches integrated ad campaign
“American Express announced today the launch of a new, integrated marketing campaign… The marketing campaign launches today with print advertisements in national newspapers… Television advertising will begin to air on major broadcast and cable stations… on September 5. The digital element of the campaign will include an interactive social media component” American Express Press Release, September 2009