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DATA: Avoid the false economy

We reveal the benefits of marketing within the recession – and why brands shouldn't cut spend 

When the UK first entered the latest recession, many businesses started thinking about cutting back in the short-term on what they considered 'non-essential spending' to lower overheads and keep profit margins acceptable. For many businesses the first victim was the marketing budget.

The UK is now in the longest recession since the war and many businesses that temporarily cut back on marketing spend in order to ride out the storm, are finding themselves getting left behind by those that continued to market in the downturn.