Marketing in a Downturn
A round-up of published work by WPP people on the issues posed by an economic downturn, and strategies that can be adopted to maximise the opportunities. This includes evidence that marketers who cut their expenditure during a recession are likely to lose market share in the long term.
- The New Consumer Behavior Paradigm: Permanent or Fleeting?
Kantar Retail, PricewaterhouseCoopers, 2010
- The Recession Handbook: Brand Lessons From the Great Recession of 2009
JWT, 2009
- The Best Brand Responses to the Recession
JWT, 2009
- What Hope-Fueled Markets Can Teach Brands
JWT, 2009
- Preparing For The Upturn
Nic Hall, TNS, 2009
- Retailing In The Recession: Playbook #2 - The Sky Did Not Fall
David Roth, The Store - WPP
- Innovation In A Recession
Research International, 2009
- Marketing During Recession: Planning On Recovery
Nigel Hollis, 2009
- 10 Ways Shopper Marketing Can Help to Improve Sales in a Tough Economy
Jonathan Dodd, 2009
- Lessons From Three Iconic Brands That Survived The Great Depression
Kendra Wehmeyer, 2009
- Five Rules for Retailing in a Recession
Ken Favaro, Tim Romberger and David Meer, 2009
- Learning To Love The ´R´ Word
Nigel Foote, 2009
- A Middle-class Crisis
Yee Mei Chan, 2009
- Ten Consumer Trends and Behaviors to Watch During Recession
TNS China, 2009
- The Reconstructed Consumer
The Futures Company, 2009
- Survive, Exploit, Disrupt
Peter Steidl, Mindshare, 2009
- Retailing In The Recession: Playbook #1 - Through The Looking Glass
David Roth, The Store - WPP
- By Inspiration Only
John O'Keeffe
- Ogilvy on Recession
Ogilvy & Mather
- Aaargh!
Simon Silvester
- Managing Risk in a Downturn: Implications for brands (pdf)
Millward Brown
- Finding a silver lining during a downturn
Will Galgey, Alastair Morton, Andy Stubbings and Tom Ding
- Why advertising pays in a downturn
Stephen King
- Retailing in a Recession (ppt)
David Roth, The Store - WPP
- Survival Tactics
Nigel Hollis
- How to Build Brands in a Recession
Bernardo Geoghegan