Top tips to beat the credit crunch

by Staff, Media Week 07-Oct-08, 07:30

LONDON - Cut costs or invest in your products and services? Media Week asked industry leaders for their tips to avoid the worst of the financial fallout.

"Companies need to look at streamlining their businesses at this time." Barry Sayer, chief executive, Clear Channel Outdoor UK & Ireland
"Make sure you're absolutely focused on delivering value and then that you are maintaining your audiences." David Roddick, commercial director, Northcliffe Media

"You still need to advertise. Consumers are still living and breathing and they still need to buy products." Brendan Condon, managing director, international, Platform-A

"Making sure sales teams are well resourced and motivated." Stuart Taylor, deputy chief executive, GMG Radio

"Control costs, don't cost save for the sake of it, but reinvest the savings where you can and put it back into your brand." Donnach O'Driscoll, chief executive, Absolute

"My tip for advertisers is to be bold and maintain your spend if you can.
That way, you will increase your share of voice as your competitors reduce theirs." Guy Phillipson, chief executive, Internet Advertising Bureau