Fire!

When everyone is getting the chills upon an economic crisis next to come,
those who work in the advertising business should be the first to stand up,
and remind everyone else why the ad industry exists,that is: to gain market share,
to instruct consumers and lift the spirit of those who participate in every day
market.
Instead of seeing the marketing budget as a way to cut costs after doing it with the
human resources department, clients should reconsider what is the role that marketing
has in their business model and if until this point has been useful or not to achieve
the goals of the company. The results if negative, should lead into a deep analysis
on what are we doing wrong and when we are talking about advertising and marketing
the only way of making mistakes is not hearing the customers, mistrusting the advice
of the communication experts and being too narrow minded about the brand's messages.
Is in times of economic crisis when you have a once in a lifetime chance to gain market
share at low costs and take the risks that normally you wouldn't because you are way to
comfortable doing the same, even when it doesn't work at all.
In times when every dollar counts, make yours effective, look for an advertising agency
who consider itself as your business partner and instead of giving you what you want,
gives you what you and your consumers truly need.

P.D. Of course, you should rely on their previous work and not on what they are saying now,
when they are afraid fo losing business.