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B Y N A N C Y S . G I G E S If this is the downturn that is unusual not because of its depth but because it can’t seem to recover (as financial institution HSBC recently said), then it’s also an economy when marketers are challenged with finding ways to keep from feeling boxed in. C O V E R S T O R Y Whether it’s expanding into more non-traditional advertising activities or trying new forms on traditional media vehicles, clients are placing high priority on innovative ideas to stretch shrinking budgets for valuable brands. They know that the brand, increasingly recognized as a major asset, requires investment, but they also look at what those expenditures will do to their quarterly results.They want to see that investment make an immediate return to show that the spending is worth it. Thus, keeping brands highly visible with shrinking ad budgets is today’s big challenge. “We’ve tried to gain efficiencies over the years whether our budgets are up or down,” says Lisa Kowitt, Eastman Kodak worldwide media director. Even with savings, she feels a crunch. “You always have a million more things [you want to do] than your budget allows,” she says. ed in branding with shrinking budgets “Even when my budgets are high, the squeezing is the same.” Some companies are taking the models they’ve developed working with ad agencies for pan-regional advertising into the PR sector, which is becoming more integrated into the marketing mix. Both Xerox and Dell, for example, have moved 13
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