The downturn that we’re experiencing has the potential to be the best thing that has happened to our industry in decades.
It’s forcing us to innovate and think more strategically about what we’re trying to achieve, while acting as a catalyst for the “better” idea, where better means not just better creative, but truly better return on investment.
Marketers that embrace these changes and rise to the challenge of doing more with less are likely to be highly sought after when the economy picks up.
Vice-president and head
Sapient Interactive Europe