Given the bad omens of the current economic crisis, President Bassat Ogilvy Group in Spain, Enric Pujadas, offers a glimmer of hope for marketers:
seize this moment as an opportunity for brand growth and ensure its future success.
"Amid a sense of falling into the abyss, it might be tempting to address this recession from fatalism," said Enric Pujadas. "But being carried away by this current is only one option and not recommended. History shows that many brands and successful companies were created in times of recession, while others took advantage of adverse economic conditions to achieve significant improvements in their competitive markets. "
To help and encourage business leaders, CEOs, financial, marketing, Ogilvy Worldwide has just published a book entitled "How to optimize your marketing budget in a recession, which offers practical advice on the implications to cut, maintain or increase investment marketing. Its content is based on the knowledge acquired by the Ogilvy group on how to succeed in times of recession and the latest research on best practices in this field.
is the first book in a series published by the Ogilvy Group and hang in the newly created portal (www.ogilvyonrecession.com), together with other relevant research. Each book will focus on the Ogilvy Group's expertise in various disciplines of communication in the five continents, and cover areas such as the strategies to follow in digital media or retail marketing. 
"While it is true that some companies are facing serious cashflow problems, the ability to gain market share during the recession by investing wisely is open to all, "continues Pujadas. "Having fewer resources requires not only setting a budget conditioned by the crisis, but also be more imaginative in the combination of channels to use, from digital to the point of sale, for maximum effectiveness." Source: marketingnews
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