OPPORTUNITY NO. 2: MANY COMPANIES WILL TAKE A WAIT AND SEE ATTITUDE DURING A RECESSION. They will freeze or cut marketing budgets until they have a clearer picture of what lies ahead. This will have the knock on effect of lower media costs. The smart companies will become more aggressive while their competitors have their heads in the sand and they can get more for their marketing spend. Now is the time to be creative and get some attention for your company and brand.