Campaign Magazine’s analysis of advertising spend in 2009, researched by Neilsen, has shown that The Union has retained its No.1 position in Scotland for the fourth year in a row, with advertising billings of £18.4 million. The agency experienced a marginal year-on-year drop of 1.3% on the previous year. Three other Scottish agencies make the UK’s Top 100. However the survey shows that the total billings from Scotland’s top agencies in the UK”s Top 100 have dropped from £62.9 million (2008) down to £50.4 million, a drop of over 22%, indicating tough times for the sector. Ian McAteer, Group Chairman of The Union, said, “Everyone is finding trading tough in the current climate. It’s key at times like this is to keep a focus on the fundamentals; look after clients, ensure we produce a quality product, and understand that clients are always looking for the value we can add. Retaining and motivating our people is the essential to delivery. We’re pleased to be holding our own in this environment, but there is no doubt that this year will be a challenge.”