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By Andrew McMains
Starcom MediaVest Group global CEO Laura Desmond expects marketers to get back to basics and simplify their brand portfolios as the recession wears on and consumers cut back on discretionary spending.
Desmond (pictured), speaking on Monday during an Advertising Week panel discussion moderated by The New York Times' Stuart Elliott, predicted that marketers in the consumer packaged-goods arena, in particular, will produce fewer products and therefore advertise fewer brands.
"More marketers, more advertisers of CPG products have to be obsessed with value," Desmond said.
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