We should be celebrating people, this slumped economy is very positive for the advertising industry!

I am tired of hearing the media hype and doom and gloom of the current and impending financial economic crisis. Being a natural optimist, I have had to work hard to not get sucked into the drama. I am actually shocked at how little content is available online detailing the upside of this current economy, seems everyone is shuffling along to the duldrum beat of the norms.

Not me! I prefer to examine the merits of the situation we all find ourselves in and it is easy for me to stay positive, because my industry is needed and in particular, our business.

With the retail sector preparing for the holiday shopping season (their best sales quarter) and expecting light foot traffic - the store owners are needing a shift in their efforts to lure the skeptical shopper from their competitor neighbours to their establishment. Undoubtedly, the owners start looking for the marketing double punch: The “Spark” and “Spot”. Also known as advertising and sale strategies, the “Spark” is strategic placement of information to ignite a consumer reaction and the “Spot” is the chosen positioning of an item. The hot location, the must have deal, the only here benefit to the shoppers, also referred to as a great sale.

So why do I sit in my office happy that there is added pressure on the business owners with the current marketplace? Simple. Companies are now looking for experts to help them create the “Spark” and “Spot” and they are selecting companies who have proven performance results. It is not about the cost to do the work, it is about getting results, which is why they go for the pros and come to us. Think about this, now is the time for focused strategies, metric setting standards and flawless innovative creative - really, does it get much better than this?

I love the fact we are getting qualified, eager, serious and fun people referred to us to do exciting and challenging Brand reVitalizations, Creative Campaigns and Brand strategies all of which we are completely accountable for the results.

As far as I am concerned, the forecast is all sunny days from here…(even in vancouver).