Marketing Thought Leader Advice: Riding Out the Recession

Geoffrey Precourt

Advice on managing marketing, businesses and brands during recession from a range of leading management consultancies is drawn together in this paper by WARC's U.S.

Marketing Thought Leader Advice: Riding Out the Recession

Geoffrey PrecourtWARC

Optimists will tell you that some finely tuned economic indicators indicate that the recession may have bottomed out and that marketers may begin to expect a more welcome concern from consumers. But thought leaders in the consulting and academic communities are not convinced that turn-around is at hand.

At McKinsey & Co., for instance, there's the constant reminder that this recession is unlike all others and that advertisers who survived lean times in the past cannot expect the same kind of bounce-back: "In previous downturns, many...

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