You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Unilever, Walmart, P&G Buck the Short-Term Trend As Recession Forces Cuts, Leaders Build for Future With Marketing, R&D By Jack Neff, Published on June 29, 2009 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.