Increasing signs point to a surge in digital spending by package-goods players that’s gathered momentum over the course of 2009 and heading into 2010 — though that might not be apparent from looking at the measured-spending numbers.

At a time when a lot of agencies are laying off, two digital agencies serving industry heavyweight Procter & Gamble Co. and other package-goods players have massively ramped up hiring this year following last year. Between them, they have added more than 140 employees just in the U.S., representing headcount growth of around 30% in a year. P&G rival Unilever is about to name its first digital roster and Reckitt Benckiser, which boosted the medium a lot this year, is also talking big about the next one.

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