She-conomy commented on, “Downtime Opportunity: Marketing and Media Innovation in the Great Depression and Great Recessions.”, I was inspired to read the Ad Age white paper, and my muse got going.

In it, Bradley Johnson, Director of Data Analytics for Ad Age, details many successes. He investigates company and advertising reactions during three specific periods that mark the deepest economic slumps the U.S. has experienced: 1929-33; 1973-75; 1980-82

What happened to marketers, media and agencies during these downturns? Of course, unsurprisingly there were layoffs, closings, and cutbacks.

More compelling, is the innovative genius that occurred during the toughest of times.
(Who are more powerful, creative cutting-edge risk-takers than we are? )

Johnson says, “During the recession of 2008-09, I know marketing and media innovation will take place. New companies, technology, products and ideas will emerge, creating jobs, changing markets and leading to more effective, efficient marketing.”

Indeed, we are in the most serious economic downturn of our generation. However, Johnson speculates that all of this represents a healthy attitude and almost guarantees advances and vast improvement over former practices; it is a VERY good thing for business and advertising that smug satisfaction is no longer being tolerated.

The proper marketing attitude for today embraces the concept that the time to do something is when others do nothing! Follow our own instincts; drive home your ideas!
Heck, I started my company two years ago after being layed off….

We can only create the future, from where we perceive ourselves to be in the present.

“Optimism is among the distinctive contributions advertising people bring to the management team.” — Ad Age Editorial, Dec, 1981.