Welcome to a full set of case histories showing how our clients have beaten the recession. They come from Ogilvy entries to the Asian Marketing Effectiveness Awards 2009 and from local Asian Effie Awards 2009.
These cases show how, despite the Asian economic slowdown, it is always possible to profit in recessions. The market as a whole may be down on last year but that does not mean every brand has declined. A bold and determined client can buck the trend.
In general, experience of previous recessions shows that brands that lose market share in recession will take from two to four years to regain lost ground. But brands that maintain smart marketing support will gain market share more cheaply than in `normal` times, and grow faster when market growth returns. As we plan for the recovery economic phase, the benefits of increased market share become increasingly salient. We hope the lessons in these case histories will benefit all our clients.
We would like to thank our clients for their support and encouragement during very difficult times. The next focus will be on how to win in the upturn and we look forward to working on that with you too.
If you would like more information on any of these cases, or to discuss how Ogilvy can help your business, please contact Tim Isaac, Chairman Ogilvy & Mather Asia Pacific (firstname.lastname@example.org), or Tim Broadbent, Global Effectiveness Director (email@example.com).
Many marketers will argue that you should not cut marketing budgets during a recession, but given the severity and unpredictability of an economic downturn, in reality you may be forced to do so.