Marketing during the Recession, Golden Rule #1: Don’t Panic and Just Cut. Cut Only what you can’t Measure!

The point is not to spend endless time discussing about what channel or action is structurally more efficient. Truth is that efficiency is the result of a mix of communication planning, creative and targeting per cluster. The first thing to do is figure out what actions are effectively measurable against what KPIs. The basic rule that should be applied is that if you can’t measure it, you can’t manage it. And investments that you cannot manage are no longer viable in tough times. The thinking behind this is that if you can manage your marketing, you can fine-tune the creative, the channels and the targeting to increase ROI. When effectively done, the performance increase can be up by 40% in a short time frame. Marketing has entered an age where measurability and agility enable constant improvement of knowledge and performance. This crisis makes it imperative to implement this new opportunity.

Filipa Caldeira, CEO FullSIX Spain
Filipa holds a degree in business and administration from Universidade Católica Portuguesa. While finishing her studies, she launched her career with an internship in the marketing department of Microsoft Portugal. In 1994, Filipa joined Procter & Gamble Portugal as Assistant Brand Manager for Tide, then Fairy. In 1997, she moved to P&G Europe in Brussels as European Brand Manager of Ariel. Filipa next launched a master franchise of fast-food company Taco Maker in Portugal and opened five stores, that she sold in early 2001.

In September 2000, Filipa founded an interactive marketing company Be Interactive, which was bought (51%) in 2001 by FullSIX. Since 2001, Filipa has been leading FullSIX Portugal to gain and consolidate its leadership position, launching in the meantime two other business units: DMC (online media agency) and Six&Co (interactive agency). FullSIX Portugal has reached around 11 millions of revenues in 2008, with more than 100 employees. In 2005, Filipa also took the responsibility of FullSIX Iberia, launching FullSIX Spain, who has currently a team of 40 employees.