Marketing in a Recession

Ad Age Explores What Marketers, Media and Agencies Are Doing to Survive and Even Thrive in the Downturn

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More Bigwigs Weigh in on What to Do in a Downturn

Ad Age Offers Experts' Advice as Part of Occasional Series

As part of an occasional series, Ad Age puts forth what the experts are thinking regarding the recession.

Do Shops Need a Recession Unit?

Ogilvy Has Formed a Dedicated Practice, but Others Don't See the Point

CHICAGO (AdAge.com) -- As navigating the recession remains marketers' primary focus, agency networks are debating how overtly they ought to package their slump-related offerings. Is offering recession-battling skills a client-winning proposition or simply the job of an agency regardless of the economic environment?

Deal or No Deal? Cheap Prices Can Maim Your Brand

Give Shoppers a Bargain, but Don't Make Your Promotion Permanent

BATAVIA, Ohio (AdAge.com) -- Google searches for the term "coupons" last month for the first time surpassed those for "Britney Spears."

Kodak: Print Prosper

How Your Value Message Can Be Heard Above the Din

Link Meaning With Emotion, Not Price Cuts, and Keep It Out of Slogan

YORK, Pa. (AdAge.com) -- Consumers don't have to look far these days for a deal; it seems marketers everywhere are pitching discounts, bargains and value.

A Cheaper Agency Pricing Model

London Advertising Eliminates Production Markups, Creative Orchestra Eliminates Agency Baggage

LONDON (AdAge.com) -- "Better. Faster. Cheaper." It sounds like a line for cut-price detergent, but in fact it's the no-nonsense mission statement of London Advertising, one of a new breed of British agencies determined to find a way of working globally without the baggage and costs of an agency network.

Sears Kidvantage

Sears Seeks Right Tone for the Times Without the Deep Discounting

Kidvantage and Layaway Programs Differentiate Retailer to Lure Shoppers

NEW YORK (AdAge.com) -- Can't afford that flat-screen TV today? Put it on layaway and pick it up next week. Buying the cheapest clothes you can find, because your kids destroy them in a month? Shop at Sears, and they'll be replaced free.

Opportunity Knocks for Avon, Mary Kay

Growing Army of the Self-Employed May Lead to Higher Sales for Both

YORK, Pa. (AdAge.com) -- As employment falls, the ranks of at-home sales reps are swelling for cosmetics marketers Avon and Mary Kay.

Cannes

Cannes: Yes, You Can Still Live It Up

No 10 Grand to Blow? Read on for Tips to Enjoy the Festival on the Cheap

NEW YORK (AdAge.com) -- NEW YORK (AdAge.com) -- This year, much of the lavish hospitality and laissez-faire attitude toward expense accounts that made the Cannes Lions festival so much fun will be gone -- along with a couple of the biggest agency parties. So here are Ad Age's 10 tips for enjoying the festival if you still want to go but don't have $10,000 to spend.

Golf

Golf Goes From Business Essential to PR Hazard

Retreat From Game of Privilege Hits Courses, Equipment Sales

(AdAge.com) -- Does it seem like you're doing less business on the golf course these days? Join the club. From the PGA Tour to the weekend hacker, golf -- like many other sports -- is suffering from the effects of a weakened economy.

Bargains Abound in Media Abandoned by Weak Sectors

With Spending Down, Advertisers Getting More for Their Money

NEW YORK (AdAge.com) -- Media buyers hesitate to drool, of course, but these days it's nearly impossible to keep the saliva from flowing. Thanks to the economy, nearly every type of media can be had for a relative bargain. And media outlets will turn somersaults to keep money flowing through the door.

Phil Geier

10 Principles for Bad Times That Work in Good Times, Too

Smart Marketers Keep an Eye on the Future Even in a Downturn

Philip H. Geier Jr. gives 10 principles for managing, marketing and motivating in a recession that work equally well in good times and bad.

How to Handle Hiring When Everyone Else Is Cutting Staff

Use Social Networks as Filter, Include Current Employees in Process

CHICAGO (AdAge.com) -- Some agencies are actually hiring in this recession, which raises complications of its own: how to wade through the throng of highly qualified applicants, and how to navigate the tricky business of bringing on people to service a newly won account after you've let others go on one that's been lost.

Give Consumers Reasons to Stick With Your Brand

Universal McCann Study Finds Categories Vulnerable to Switching

NEW YORK (AdAge.com) -- A recent temperature check of consumers' thoughts on the economy and their spending habits reveals that most believe the economy will continue to slide and that personal technology is a necessity most will not give up or reduce spending on.

Hyundai

Five Brands Doing It Right, Doing It Wrong

From Bounty to Wendy's, We Looked at 10 Case Studies to Offer Marketers These Dos and Don'ts

NEW YORK (AdAge.com) -- So what lessons are out there for marketers in this recession? We looked at 10 brands from a variety of categories -- packaged goods, video gaming, luxury, automotive -- to see who's making it work and who's in need of do-over.

Marketers Increased Hispanic Media Spending Just 2.5% in '08

Struggling Automakers Led Deep Reductions in the Fourth Quarter

NEW YORK (AdAge.com) -- Marketers increased their spending on Hispanic media a modest 2.5% in 2008 but cut spending 5.7% in the fourth quarter as the recession deepened, according to a ranking of the top 100 Hispanic marketers compiled with data from TNS Media Intelligence.

Andrew Robertson

Wondering What to Do? We Asked the Experts

There's No Right Answer, but Basically Don't Cut Advertising; Rethink It

NEW YORK (AdAge.com) -- In these stormy times, how are you supposed to discern what is right for your brand? There is no one silver bullet, as you well know by now. Here, Ad Age puts forth what some experts are thinking, doing or, in one case, comically musing regarding the recession.

Recession Resources: Where to Turn For Help

Links, Books and Other Tools

NEW YORK (AdAge.com) -- James Russo, VP-marketing at Nielsen Co. told the audience at Re:Think that marketers "need to jump on the tide of change and build on it." But how? Here, 13 resources that might help answer that question.

Study: Cutting Spending Hurts Brands Long Term

Following Boom/Bust Cycle Flirts With Danger

BATAVIA, Ohio (AdAge.com) -- Household and personal care might once have seemed recession-resistant, but last year U.S.-based personal-care marketers actually cut ad spending faster than the general market. That could be potentially damaging for their brands, according to one study that shows that marketers that cut spending during a downturn lost share to private labels -- share they didn't regain.

McCann

Lessons From Fortune (The April 1938 Issue)

A Look at an Era During Which Ad Agencies Advertised Their Way to Growth

CHICAGO (AdAge.com) -- An as-it-happened telling of the Great Depression is rendered -- in words, photos and beautifully crafted illustrations -- in the 186 pages of the April 1938 issue of Fortune magazine. And it's more than a little resonant 71 years later.

Marketers Increased Hispanic Media Spending Just 2.5% in '08

Struggling Automakers Led Deep Reductions in the Fourth Quarter

NEW YORK (AdAge.com) -- Marketers increased their spending on Hispanic media a modest 2.5% in 2008 but cut spending 5.7% in the fourth quarter as the recession deepened, according to a ranking of the top 100 Hispanic marketers compiled with data from TNS Media Intelligence.

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