Businesses that maintain marketing resource planning 'will survive downturn'

Companies that maintain marketing budgets as part of their overall resource planning are more likely to survive the recession than companies who make cut-backs, it has been claimed.

Speaking at the International Confex event in London, Richard Warrington, chief executive officer of First Protocol, said many firms are currently "slashing budgets" in an attempt to stay afloat without thinking about future marketing needs.

He added that while many firms will have to tighten up on spending, wholesale cuts in marketing resources could ultimately see them left behind when the market picks up again.

Indeed, Mr Warrington said his own company has "doubled up" on its marketing budget in order to maintain strong relationships with its clients.

"Companies that spend money on marketing in the downturn are likely to survive and we need to do that ourselves as well as getting our clients to do it," he said.

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