It’s sink or swim time

Your article on the Bellwether survey (MW 20 January) highlights that the majority of consumers have had to remodel their spending, and this will deepen as austerity measures sink in.

Yet there have been some increases in marketing spend linked to these developments. Retailers and brands have had to redesign their products with new price points, smaller formats and so on. As a result there has been a significant repositioning of brands in 2010, which has required new marketing activity to promote these initiatives. This activity has in turn driven an accelerated client need for the sort of effectiveness and accountability that they can get from newer marketing tools.

To what extent are established agencies adapting their skill-sets and investing in digital training? As panic sets in, a likely scenario for the more progressive will be to go out and acquire such skills.

Will the ad industry in particular be capable of adapting to these realities? Certainly a lot will get bent out of shape trying.

Graham Beckett, founding partner
Results International

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here