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The level of change we’re all living through is unprecedented, our response is to share as much as we can, our thinking, ideas and practical innovations here, on Inside Out - our live hub.


Emma Sharkey

A Note from the Editor’s desk

(formerly my kitchen table)

Welcome to the eleventh edition of Inside Out. 
This week’s theme is ‘The Recession Playbook.’

At the time of publishing this edition, we were meant to have passed through the fourth and final phase of reopening, but like everything with this pandemic, you can’t say anything about future events or plans with confidence. Sure enough, the date for phase four rollout has been pushed back, with a strong caveat that the new date could change too. And that there, is the defining factor of this recession – the complete unknown.

Quick to coin a media-friendly phrase, David McWilliam’s is calling this the Pancession, as he contends it in no way will follow the rules of a recession and therefore it’s inaccurate to call it one. So, that’s what we want to spend this edition looking at; how valuable is previous wisdom on how to weather a recession when it comes to marketing and communications? What advice should we heed, and what are the fundamental differences that we need to be aware of?

Kathy Troy, Strategic Director, looks back to the 2008 recession and outlines how this ‘pancession’ will be different, but also what marketing can do to navigate it well.

Never one to miss an opportunity, Shane O’Leary, Media Practice Lead, outlines how now could be the perfect time to review your portfolio, and invest to gain in the long term.

While, Lucy Remitz, Strategist and Janine McBennett, Data Analyst, continue to uncover what the nation is feeling and thinking in our sentiment tracker and research; this week taking a closer look at the backbone of our economy - The SME owner. We examine how they are planning for their businesses and their outlook for the future.

As always, if there is anything you read here that you’d like more insight into, or if there is from Inside Out for the month of August (how French!), but we’ll be back in September with more great insight, opinion and ideas.

Thanks for your readership and support up to now,
Acting editor,
Emma Sharkey
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Kathy Troy
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