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Bring on the recession! It’s good for business?

There is a common belief that during economic downturns, the marketing budget is the first to suffer. But this isn’t always strictly true.

Moir-Jones’ marketing agency specialises in leaflet distribution. Her husband and MD Andrew Moir believes that this stands them in good stead during a downturn. “When times are hard, people go back to basics,” he says.

“Leaflets are a tried and tested form of marketing. During the last recession the firm did really well. We actually experienced high growth, doubling in size that year.”

London Calling turned over £2.2m last year. And the forthcoming financial year looks to be healthy as ever: sales are well ahead of budget in the first quarter.

Moir-Jones isn’t entirely complacent about the state of the economy, however. “Buying habits always change during recession,” she says. “Instead of planning 12 months ahead with us, our customers look for more short term campaigns. Three months at a time, usually. It makes it hard to forecast revenues. Everything is based on faith.”

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