November 09, 2009
Consider the state of affairs when viewers tuned into the Super Bowl in February: Banks had failed, a stimulus package still hadn't been announced, and unemployment was surging toward 8%, up from 4.8% the year before. Escapism was the order of the day, and most advertisers played right along, with brands like Coke and Pepsi offering saccharine happy-happy joy-joy visions that jarred with the bleak reality. There was one advertiser, however, that didn't.
November 09, 2009
Walmart was one of the few retailers to manage to eke some growth out of a recession that's snapped consumers' wallets shut. Walmart is cranking hard on its value proposition and it's got the strong creative and analytics to get the job done.
November 09, 2009
Great marketing and focus on product has ensured that McDonald's hasn't missed any opportunities during the recession. While being associated with a value menu chockablock with popular products isn't the worst thing for hard times, that's not all McDonald's is about.
November 09, 2009
Five years ago, Danish toy company Lego was bleeding money to the tune of $300 million in a year. But the 77-year-old company has taken on a variety of marketing and operational changes that have made it look thoroughly modern while posting double-digit sales increases.
November 09, 2009
Though it's far from giving the store away, Amazon has responded to the recession by keeping prices low and keeping up its good deals on shipping.
November 09, 2009
Apple, Ford and Subway didn't make Marketer of the Year, but they may very well end up on our list next year.
November 09, 2009
NEW YORK (AdAge.com) -- In the end, the vote for Ad Age's 2009 Marketer of the Year came down to a pair of companies that have handled the recession capably, though with very different tacks.
November 09, 2009
It's no coincidence that the two biggest vote earners in our Marketer of the Year polling embodied one of the oldest adages in business: Don't stop marketing in a recession.
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