Rather than cut, go digital (Landor Perspectives 2009)

This paper recommends using digital as a post-recession money-saving solution for marketers. The channel is seen as inherently efficient, allowing "smarter" branding for less outlay.

Landor Perspectives 2009 – Rather than cut, go digital

Allen Adamson

Allen Adamson Managing Director

Conventional wisdom says that in tough economic times you take out the scalpel. You cut jobs, budgets, and programs, especially in the areas of advertising and brand-building. Well, for the first time in marketing history, there's an option that will increase rather than decrease your horsepower.

Dell created a web forum called IdeaStorm, established with the express purpose of listening to customers and gauging which ideas are most meaningful to them.

Take advantage of the built-in branding efficiencies offered by digital technology—innovative tools and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands