How do you see the current economic crisis affecting the advertising business, in general, and Jamaica, in particular?
OM: The economic downturn will no doubt require that all businesses pay closer attention to their costs and take more stringent measures to ensure they get value for money. It also means that they have to be more proactive in securing and retaining customer support aimed at building market share. So all business operators will be forced to be more cost conscious and – where necessary – do more with less. However, I believe the advertising profession will be a part of the solution to the challenges which will result from the downturn in our economy. So members of our profession are expected to be even more active on behalf of our clients this year, even within the financial constraints that each company will experience. Is there any truth to the saying that people (have to) advertise more in bad times? McCook OM: Our client relationship has always been focused on delivering value at the end of the day and there should be no doubt that if strategic advertising efforts are important in go
