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Marketers optimistic on prospects

Marketing group The Financial Services Forum is entering the publishing world with the launch of a quarterly financial marketing magazine this week.

Argent will be aimed at marketing executives and senior management in the financial services industry.

Contributors to the first issue include Microsoft chairman Bill Gates, life insurance analyst Ned Cazalet and Shell International vice-president for group external affairs Mary Jo Jacobi.

A key feature of the publication will be the Fin-ancial Marketing Confidence Index, which tracks the attitudes of the FS Forum&#39s 200 marketing director and chief executive members.

The first index reveals 26 per cent of marketing executives believe overall sales revenue will increase substantially in the next 12 months while 37 per cent think it will increase slightly.

Despite this, only 4 per cent are planning to increase their marketing budgets, while 57 per cent expect to maintain or lower their marketing expenses.

Each issue of Argent will include case histories detailing new initiatives from around the marketing world, industry leader profiles, features discussing how the financial industry is responding to strategic challenges, research and analysis on market trends and a review of articles and opinions from other journals.

Argent is free to FS Forum members and £300 a year for non-members.

FS Forum chairman of the advisory board Anthony Thomson says: “In a world saturated with business publications, it is hard to believe that there is not one that directs itself specifically to the marketing issues of the biggest and most dynamic service sector of the UK economy. Argent will be the first publication to fill this need.”



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