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The Austerity Buzz Phrase

"Decade of austerity" is going to be the political buzz phrase we will all get tired of hearing.

But what will it mean for the marketing sector?

I'm afraid we are heading for a time of restraint…whether we like it or not.

Agencies heavily into the public sector are in for a tough time as Government departments, councils and NGOs slash their marketing budgets.

The corporate sector is also in for a time of sobriety as companies shy away from extravagant marketing gestures.

Events will be hardest hit. There will be fewer of them and they will be less extravagant or will have a charity angle.

Specsavers, who are always ahead of the game, got it right by selling places for their glitzy Spectacle Wearer Of  The Year Show at the V&A to raise funds for Kidscape, the anti-bulling charity.

It was a smart move by Specsavers because the event attracts celebrities in droves and the tickets were like gold dust.

We got it right too. Our annual conference for Beattie Communications, 11tenGroup and Only Marketing took place in one of our Scottish offices as did the post conference entertainment. Our staff flew easyJet and stayed in Premier Inns.

Everyone had a wonderful time. In fact, it was the most successful conference we have ever held. It proves you don't have to spend a fortune to get your message across.

Here's to shoestring marketing!!