In an effort to bring in project fees, WPP's Ogilvy & Mather last week opened a recession consulting practice that offers advertisers a variety of marketing packages in workshops with prices ranging
from $25,000 to $100,000, Suzanne Vranica reports. Sample program: "What are the brand and product priorities to maintain share in this recession?"
Interpublic Group's Deutsch LA,
meanwhile, is getting some extra mileage from a $60,000 research project it conducted last summer, dubbed "America's Wallet." The study, which initially was used to tweak ads for existing clients,
looks at how consumer attitudes toward spending are changing during the downturn.
One finding -- that the downturn made families want to nest -- has helped Deutsch come up with a new
marketing program for Snapple's A&W Root Beer brand. It's working on a plan to promote the soda along with some sort of family entertainment. It's also using its research in pitching new business.
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