Learnings for the next recession

Christian Barnett, Planning Director from Coley Porter Bell, looks at the different creative strategies used in advertising during the 2009 recession in order to provide general guidelines on advertising during future economic downturns.

Learnings for the next recession

By Christian Barnett

Planning Director, Coley Porter Bell

It's a bit tough being asked to think about learnings for the next recession, in part because we're not completely clear of this one yet – double dip and all that – but also because no two recessions are quite the same. They have different causes, different effects and different remedies. My current favourite fact is that, on average, people had more disposable income in 2009 than 2008, which seems at first sight, a little counter-intuitive.

However, it is fair to assume in the next economic downturn...

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