Smart Winter 2008

So how should my brand shape up for the economic downturn?

The two big questions of the moment for marketers are: should I cut back my budgets or keep investing as planned? And should I change my strategy and messaging or do I stick to the tried and tested? Our industry loves a case history and a paper.

There is no shortage of advice to be gleaned from previous downturns for us to review. We have also been out and about across the UK, talking with consumers in their homes about the economy. Here are four issues to consider which may help ease the pain of a potentially tough 2009...

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