Brien Says Agencies Must Switch from Branding to Selling During Recession

Posted by Carroll Trosclair Nov 29, 2008

Nick Brien told an advertising audience recently that recessions present both dangers and opportunities and ad agencies are going to miss an opportunity "if we’re still selling impressions in the traditional advertising approach of building brand awareness."

Brien was speaking at the Advertising Age Maven Awards event in New York. He was named the magazine’s 2008 “Media Maven.”

Agencies must recognize that during the recession many of their clients will “want to sell products and sell service," Brien said.

He sadded that consumers will find the money for what they want, but they’re “going to be much more wary about where they spend their dollars.”

Don't Cut Innovation

He said when clients start talking about cutting budgets, agencies must "make sure they don't cut innovation." Effectve ad media today is "about strategy and ideas."

Brien said with proper strategies and ideas "we can truly look to help our clients understand that marketing has to change going forward. It's going to have to change for the next couple of years."

His recommendations may be challenged by some marketers who believe that brand building is essential to long term success.

Reference: 3-Minute Ad Age, Adage.com, Nov. 26, 2008

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