One of the world's top ranked advertising firms WPP Plc., has made public its third quarter reports which reveal a 8.7% drop in profits. Although the figures have been disappointing, the company is quick to report the its third quarter earnings have been "less worse" as compared to the previous quarter, a result of return of "fragile" confidence to business.

The London based company reported that while its gross margin saw a 8.3% fall and sales saw a further 8.7% slip, revenue had seen a 17% rise which is being taken as a good sign by the firm and its investors. The figures posted are more-or-less in tune with what the analysts polled by the Bloomberg survey has predicted.

"There was very nearly a meltdown a year or so ago and that's set into the corporates' consciousness and they are very loathe to take risks at times like this", shared WPP CEO Martin Sorrell. "They may stay where they are in terms of risk. Continued caution is the most likely course, given what they went through".

In addition to revenue which showed an improvement as compared to last year, another positive development for WPP has been the rise in its share prices which surged 4.5% to 569.5 pence in the morning London trading.