March 29, 2010
THE UPSIDE:
MARKETING FOR A RECOVERY
Since 1971, marketers
have seen seven periods of recession
and recovery. Who survived and thrived, and why?
IS IT SAFE? The worst of the Great Recession is past us, but a recov-
ery remains hard to see. This puts marketers in the position of mak-
ing difficult choices about whether or not to launch new products
or roll out new ad campaigns: difficult because it is a challenge to
gauge whether consumer demand will be strong enough to make
those investments pay off. This situation is hardly new. Since 1971,
the U.S. economy has found itself on the cusp of recovery several
times, and in many cases, marketers who made bold bets that an
upturn would take hold prospered. In some cases, products intro-
duced as the economy took off grew into valuable, established
brands, whole categories gained consumer acceptance, and some ad
campaigns reflected an upbeat spirit just as the population itself was
becoming more confident. The increase in marketing activity, and
the consumer spending that resulted in certain cases, contributed to
economic vitality and prolonged prosperity. This Ad Age Insights
white paper presents case studies that demonstrate how the combi-
nation of the right product, smart marketing and a hospitable eco-
nomic climate can combine to create smashing successes, giving
today’s marketing executives insight into what will pay off as the
recession fades and the recovery gains steam.
