The howling winds are tearing at your company’s jib. Your structural integrity is on the verge of a compromise. Time to batten down the hatches and turn her into the next economic rogue wave.

In these tempestuous economic times, the temptation to abandon your creative vessel is irresistible. Think before you leap into the foundered deep. It’s a scary place if you don’t know how to swim.

I could waste half a day looking for the name of the person who coined the phrase, “When times are good you should advertise. When times are bad, you must.” But instead I’ll just say, “I wholeheartedly concur,” and get on with my opinion.

Foremost… don’t watch the news. It’s all bad. As complacent Canadians, we have the distinction of spontaneously adopting everything upon which our neighbours to the south embark. Well, thanks to “W”, the American economy is fueled by fear. That marketing strategy is flawed. It works so well that nobody’s buying anything anymore… not even guns… and much to W’s dismay, oil is trading at only 33.66 today. (Only five more days).

Forget them… and that guy who killed the economy. Instead, say to yourself, “What recession?” Hither forth. But don’t forget your life jacket (ie. your advertising agency… if you’re not gettin’ the nautical metaphors).

BTW, I’m not a fan of sailing.

When you feel marketing resources are scarce, and it seems easy enough to do it yourself, drop anchor right there. You already have a skilled crew ready to face anything the economy can muster. So if advertising is obligatory… then “how to advertise” becomes the battle strategy.

Mutiny notwithstanding, how do you give your scarce resources a fighting chance? Don’t follow economic trends. Set them! Your agency will discover whatever floats your boat.

—Jurgilas

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