Marc Goldstein, CEO of GroupM North America, says many companies will not cut back on advertising in 2009, despite the troubled economy.
Marketers may have finally taken heed to
advice the media agencies have been doling out for years -- that in tough economic times, companies should continue to advertise to maintain market share.
"Over time, clients have learned their lesson," he says. "They really do recognize that if they cut back on marketing now and lose share, it will be harder to recover and they have to eventually spend more to re-establish their brands."