Despite financial doom being predicted more than a year ago and the subsequent litany of warnings and gloomy announcements from the City, the churn of marketers shows little sign of abating. Indeed, this week we report on several high-profile marketing moves.
Are we still on the tailwind of our former buoyant economy, with the full impact yet to hit home, or is strategic marketing going to be at the top of brands' priorities in these turbulent times? I suspect the latter. It is hard to compare levels of recruitment at a senior level with other industry sectors, but the myriad job changes we are reporting on should be seen as solid indication that company chiefs are aware that this discipline comes into its own during a recession.
We have heard so much from the IPA about the importance of advertising during a recession, but so far little has been said in defence of the role of marketing directors and their departments at such times. It is understandable when headcounts - and, for that matter, budgets - are under such close scrutiny, but who runs your marketing show should be the most important decision chief executives make in a recession.
Truly great marketers, those who can lead and inspire their departments through uncertain times and help their brands retain an edge, despite shrinking budgets, are and should be in demand.
Lucy.barrett@haymarket.com
- The truth about the credit crisis, page 26.