5b20a255__2010___The_Board_of_Directors__Potential_impact
[Issue] The Group’s businesses are subject to economic and political cycles. Many of the economies in which the Group operates have significant economic challenges. [How it is managed] Reduction in headcount and overhead. Ensuring that variable staff costs are a significant proportion of total staff costs and revenue. Increased controls over capital expenditure and working capital. Strategic focus on BRICs, the Next 11, new media and consumer insight. Brand Check at every Board meeting. [Potential impact] 
Reduction in client spending or postponing spending on the services offered by the Group or switching of client expenditure to non-traditional media and renegotiation of contract terms leading to reduced profitability and cash flow.
WPP Annual Report 2010 - The Board of Directors