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How the downturn can represent new business opportunities

Bill Gates famously said that, if he was down to his last dollar, he would spend it on marketing. But, with the UK still stuck in a deep economic crisis, many companies are setting aside strategies for growth altogether and are intent solely on survival. Indeed, the Institute of Practitioners in Advertising’s (IPA) annual survey from last year found annual marketing budgets were being slashed by the greatest extent ever recorded in the survey’s history, and although this has since started improving, many companies are still cutting back.


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