AG Lafley, the chairman and chief executive of P&G, was reported in the Financial Times as saying his company's marketing spend would remain the same as last year. "Right now, plans are to spend the same percentage of sales," he said.
P&G indicated that it would be increasing its point-of-sale communications, where research indicated consumers were making more purchase decisions.
Meanwhile, Simon Rothon, the senior vice-president of global marketing services at Unilever, the owner of Lynx, said: "It's marketing wisdom that the advertisers that sustain advertising at the optimum level in a downturn are the ones who emerge with a much more sprightly step when they come out of a recession."
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