The worst of times is the best of times to incubate brands

Recession or not, brands need to go beyond the narrow traditional definition of advertising and find creative ways of combining old media with new.

When Walmart founder Sam Walton was asked what he thought of the recession, he said, “I thought about it and decided not to take part.” Flippant as he might sound to those struggling through the economic downslide, there is wisdom in his words. The truth is that creative advertisers spend their way out of a recession, coming out of it ahead of the competition, both in terms of profit and market share.

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Author: Sumanto Chattopadhyay, Executive Creative Director, South Asia, Ogilvy & Mather
Date: January 15, 2013