Traditional Brand Advertising is Broken.

Despite Gloomy Economy, R2C Group’s Hybrid Approach Explodes Among Blue Chip Brands

With a gloomy national economic season looming, reinforced by exploding fuel prices and rising unemployment reports, it’s no surprise that the advertising industry is also anticipating a season of uncertainty.

Marketing professionals are experiencing increasing challenges daily, virtually unable to discern tangible results, while simultaneously paying growing media rates that aren’t justified. Ad Age’s top story in the June 23rd issue confirms “Big marketers, facing a weakening economy…clamped down on spending (in 2007).” As evidenced by recent shifts of many Fortune 500 marketing budgets, it’s clear the advertising industry is on the verge of a major overhaul.

86% of marketers claim pressure is mounting for tangible results

According to the 2008 “State of the Marketer” survey report from Eloqua, accountability pressure is growing: 86 percent of marketers say pressure has increased on them to account for results. Moreover, 68 percent of organizations are measuring the quantifiable contribution of marketing to the bottom line.

Tim O’Leary, co-founder and CEO of Portland, Oregon-based R2C Group, has some thoughts on what’s got to give. “A recession can be good for marketers and agencies that are equipped to take advantage of opportunities,” claims O’Leary, who has led the nation’s largest independently-owned direct response advertising agency to rapid growth and more than $420 million in annual billings.

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