Ah, The Apprentice. This season’s promotional trailer has hit the nail on the head when it comes to the business mood of the nation – or staple-gunned it to the desk. Whose metaphorical board-meeting sushi is not being crushed beneath the toe of the boss or client right now?
But if you can get the Alan Sugar in your life to take away a copy of the pitch, there’s no reason why, even in this tough climate, he shouldn’t be pleasantly surprised. Because the recession is hitting everyone, and that means marketers should be able to lay hands on cheaper airtime, adspace, promos, sponsorship deals – cheaper everything.
And if you still can’t win the budget you need, consider what Labour peer Lord Gould and Millward Brown’s Joanna Seddon told The Economist Marketing Conference last week: the brand is resilient. Even the banking crisis has done little to erode the value of our high street banks in the eyes of the public, Seddon claimed. So there’s hope for all brands, even if your sushi-stomper does ditch the latest campaign pitch.
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