How To Get Your Brand Heard in a Recession and Boost Your ROI
Sarah CarterDDB London
It is 1991. Britain has slid into a deep recession. Interest rates are high. House prices are falling rapidly. People are losing their jobs and reining in their spending. Sounds familiar? You are managing the UK’s second-largest credit card brand. New competitors are entering your market. People are understandably more wary and distrustful of credit. Growth has reached a plateau, but costs are rising sharply. The brand has just made its first loss. What do you do?
Your inclination is probably to play...