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Brand Building Must Give Way to Hard Sell During Recession

3 Minute Ad Age, November 26, 2008

By Published on .

NEW YORK (AdAge.com) -- The best strategy for ad agencies in the recession is to anticipate and support their clients' likely desire to shift from brand-building to hard-sell advertising for the duration of the downturn. That's according to Nick Brien, speaking at Ad Age's Media Mavens Awards event. He's the CEO of Interpublic Group of Cos.' Mediabrands, a unit designed to coordinate that holding company's media assets, and was formerly CEO of Universal McCann, where he won wide recognition as a savvy corporate turnaround artist.

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