Ogilvy Sees Upside in Downturn
Amid the doom and gloom of the current global economic crisis, Ogilvy & Mather’s Managing Director, in Jordan, Mr. Fouad Abdel Latif, offers a glimmer of hope for informed marketers: seize this moment as an opportunity to grow brands and secure future success.
“Amidst a sense of falling off the cliff, it’s tempting to imagine this recession to be unique – and uniquely bad,” advises Fouad Abdel Latif, Managing Director. “However, flight is only one option. History shows many brands and companies have been successfully launched during recessions, while others have leveraged tough economic conditions to gain significant market advantage. At the moment there is a tendency for people simply to ignore the evidence.”
In order to inform CEOs, CFOs and CMOs, Ogilvy & Mather Worldwide has published a booklet entitled Optimizing the marketing budget in recession. The booklet offers practical advice about the consequences of cutting, maintaining or increasing marketing spend. It draws upon Ogilvy’s understanding of winning during recessionary times and the latest research into best practice.
This booklet is the first in a series that Ogilvy will be publishing and posting on the newly launched website (www.ogilvyonrecession.com), along with other relevant research. Each booklet will draw upon Ogilvy’s experience across all disciplines and regions and will cover areas such as digital responses and retail marketing.
“While some companies do face real cash-flow issues, the option of winning marketing share in a recession by smart spending is open to most,” continues Fouad. “Making do with less involves not just setting a competitively sensible budget but using it more imaginatively in channels ranging from digital to retail.”
Ogilvy & Mather’s 360 Degree integrated offering is channel and practice neutral, and the agency has created a range of tactics tailored to local markets for helping clients discover the upside to the downturn. Client briefings will be held throughout the world, with the option of follow-up exploratory sessions to discover untapped opportunities.
British Airways - the UK’s flagship carrier which operates 56 weekly flights from the GCC to London Heathrow - has cut its fuel surcharge by as much as a third on longhaul services.
